We had to introduce Netflix to Australians as close as possible to the point of sign up – in a banner – with an experience worthy of this ground-breaking entertainment service.

This was an extremely ambitious concept to live inside a banner. We had to tell a story that made sense in five different tones. Using edits, music and a voice over. We had to encourage people to look at our banner, which no one ever does. Then we had to get them to physically interact with it.

People had been waiting a long time for Netflix to arrive to Australia. So the easiest way to get people to interact with our piece was to hero the brand. We trialed several actions on how to change the tone of the film. At certain points we worked with the screen brightness buttons, but in the end simplicity won, and we went with the up and down arrows. The UI was kept simple, and we borrowed from Netflix’s UI.