Unboxing

The first short film shot and broadcasted during a livestream.

Client

Netflix & PlayStation

Role

Creative Art Director

Year

2020

Industry

Advertising

Overview

On November 9, 2020, Netflix and PS5 collaborated to shoot, for the first time, a live short film during a real-time streaming. In a typical unboxing of the new PS5, Ibai Llanos found himself caught up in a madness that eventually turned into a horror film. Directed by Jaume Balagueró, it took everyone following the streamer by surprise. The final result premiered on Netflix's channel on November 24. The campaign immediately trended with 4 Trending Topics in Spain, Argentina, and Mexico. Up to this point, and without having concluded, it has accumulated over 30 million views, with no investment in advertising.

Process

"We have made history on Twitch. (Ibai). They have beaten the game. (The Grefg). I don't understand. It's freaking insane. If this is live, they nailed it. (El Rubius)."

Outcome

Awards: D&AD. Wood Pencil – Media – Social. Wood Pencil – PR – Digital & Social. Wood Pencil – PR – Entertainment. Shortlist – Digital – Social. Andy Awards. Gold – Idea. Gold – Reset. The Caples. Gold – Branded Content. El Sol. Gold – Branded Content. Gold – Medios. Gold – Digital y Móvil. Silver – Innovación. Silver – Relaciones Públicas. Silver – Activación y experiencia de marca. The One Club / ADC Awards. Silver – Innovation / Branded Content. Silver – Interactive / Social Media / Wildcard. Silver – Interactive: Video / Online Video. Bronze – Innovation: Online Video. Bronze – Interactive / Innovation. 3x Shortlist. The One Show. Gold – Interactive & Online: Online-only Video / Interactive Video. Bronze – Film: Innovation in film. 7x Shortlist. CdeC – Club de Creativos de España. Gold – Idea. Gold – Contenido. Gold – Craft: Interacción con el usuario. Gold – Craft: Realización. Plata – Innovación. 7x Anuario. Cannes Lions. Bronze – Entertainment: Innovation in Branded Content. 4x Shortlist in Entertainment and Media. FIAP. Gold – Branded Content integrado en otras plataformas / mejor uso de influencer. Gold – Live Experience / mejor uso de influencer. Plata – Innovación en entretenimiento. Inspirational. Grand Prix. Gold – Branded Content. Gold – Estrategia de influencers. Silver – Campañas Digitales. Silver – Digital Craft. Silver – Producción Audiovisual Digital. El ojo de iberoamérica. Gold – PR – PR5 – Acciones en tiempo real. Silver – Media – CM11 – Uso innovador de plataformas digitales y /o sociales. Silver – Contenido – CT4 – Plataformas sociales. Silver – Digital & Social – DS7 – Branded Content. Silver – Experiencia de marca & activación – EM4 – Experiencias y activaciones en plataformas sociales. Premio Ojo + Mujeres creativas. ADC*E Awards. Gold – Film & Audio. Gold – Any Other, Live Stunts Brand Activation. Gold – Branded Content.

Outcome

Awards: D&AD. Wood Pencil – Media – Social. Wood Pencil – PR – Digital & Social. Wood Pencil – PR – Entertainment. Shortlist – Digital – Social. Andy Awards. Gold – Idea. Gold – Reset. The Caples. Gold – Branded Content. El Sol. Gold – Branded Content. Gold – Medios. Gold – Digital y Móvil. Silver – Innovación. Silver – Relaciones Públicas. Silver – Activación y experiencia de marca. The One Club / ADC Awards. Silver – Innovation / Branded Content. Silver – Interactive / Social Media / Wildcard. Silver – Interactive: Video / Online Video. Bronze – Innovation: Online Video. Bronze – Interactive / Innovation. 3x Shortlist. The One Show. Gold – Interactive & Online: Online-only Video / Interactive Video. Bronze – Film: Innovation in film. 7x Shortlist. CdeC – Club de Creativos de España. Gold – Idea. Gold – Contenido. Gold – Craft: Interacción con el usuario. Gold – Craft: Realización. Plata – Innovación. 7x Anuario. Cannes Lions. Bronze – Entertainment: Innovation in Branded Content. 4x Shortlist in Entertainment and Media. FIAP. Gold – Branded Content integrado en otras plataformas / mejor uso de influencer. Gold – Live Experience / mejor uso de influencer. Plata – Innovación en entretenimiento. Inspirational. Grand Prix. Gold – Branded Content. Gold – Estrategia de influencers. Silver – Campañas Digitales. Silver – Digital Craft. Silver – Producción Audiovisual Digital. El ojo de iberoamérica. Gold – PR – PR5 – Acciones en tiempo real. Silver – Media – CM11 – Uso innovador de plataformas digitales y /o sociales. Silver – Contenido – CT4 – Plataformas sociales. Silver – Digital & Social – DS7 – Branded Content. Silver – Experiencia de marca & activación – EM4 – Experiencias y activaciones en plataformas sociales. Premio Ojo + Mujeres creativas. ADC*E Awards. Gold – Film & Audio. Gold – Any Other, Live Stunts Brand Activation. Gold – Branded Content.

Next Project

Don’t be shy! Get in touch.

andreagarciartdirection@gmail.com

Andrea García ©2024

Don’t be shy! Get in touch.

andreagarciartdirection@gmail.com

Andrea García ©2024

Don’t be shy! Get in touch.

andreagarciartdirection@gmail.com

Andrea García ©2024