Cops and robbers short promotes Philips 21:9 television

by Ben Bold, Brand Republic 16-Apr-09, 14:10

LONDON - Stink Digital and Tribal DDB Amsterdam are promoting Philips' new Cinema 21:9 television with a mini movie - a Hollywood-esque single-take journey through a freeze-framed cops and robbers shootout.

The film, which is called 'Carousel' and is Stink Digital's first interactive production of 2009, has been devised to showcase how the dimensions of the 21:9 TV's screen are ideally suited to watching movies at home.

The 139-second short can be viewed on a dedicated microsite and was shot by director Adam Berg.

Visitors to the site can watch the film in its entirety, as well as fast forward, rewind and pause during any point of the freeze-framed 'action'.

The film also contains a number of embedded "hotspots" that allow users to link seamlessly to behind-the-scenes footage of shots, featuring crew members giving directions.

It was filmed using a single tracking shot, which sees the camera glide through the mayhem of a gun battle between police and robbers dressed as clowns.

The film starts outside, negotiating frozen-in-time explosions, bullets coming out of gun muzzles and banknotes hanging in midair; before the camera moves inside a hospital building.

All elements of the microsite have been styled to adhere to the film theme underpinng the campaign -- for example, the film's loading screen doubles as the credit sequence.

Traffic to the microsite is being generated by rich media takeover trailers on websites.