A fully immersive cinematic surprise

The challenge

VELUX, a leading manufacturer of roof window solutions, is innovative in both production and product communication.  

Having secured a booking at the largest single screen cinema in Northern Europe, Imperial in Copenhagen, they wanted to show how daylight can transform a space in a truly unique fashion and captivate viewers with a completely unexpected effect.

Our approach

Through collaboration between the cinema and the client, the idea was born to use an additional screen to fully immerse the viewers and showcase their product in the best light.

VELUX roof windows are usually longer than they are wide, so a TV screen was rotated into portrait mode to replicate the orientation of their product.

Once the hardware had been sorted, it was then down to our team to accurately draw and recreate their product to the required specification.

With a life-like drawing, we focused on the core benefit, showing the transformation of daylight. This needed to be shown on the screen, so we created an accurate depiction of a blind opening in a dark room.

To create a fascinating, almost VR experience, we took advantage of the cinema’s lights to flood the room with daylight, and we used 5.1 surround sound cinema spec audio to introduce sounds of nature to show how the windows bring the outdoors in.

Following the window animation, VELUX then played one of their latest ads.

The results

noticed how the light impacted the cinema

found it evident the advertiser was VELUX

Ad recall