We Watched It All
Agency: AKQA// Role: Global Creative Director, Client Lead
A surreal sing-along, to celebrate the end of a very strange year.
In 2020, people spent hundreds of hours on Netflix, so a collective feeling started to emerge: the sense that we’ve watched it all. For Netflix’s end-of-year campaign, we decided to laugh at ourselves while making the audience feel good about the time they’d spent on the couch, by releasing a fun retrospective film to celebrate the end of a very strange year.
An ode to the fan’s collective feelings
We partnered with comedian and writer Matt Buechele, who, after receiving a prompt that he “finished Netflix”, is taken on an immersive metaphorical trip down memory lane; back through everything he and the wider audience had watched and felt, together.
The film was teased with a back-and-forth on social between our hero and Netflix. This was followed up with AR filters, to keep the audience fully immersed in the moment.
Case Study
Awards
2021 Cannes Lions
Bronze, film.
2021 Clio Awards
Gold, integrated.
Silver, film
Silver, music
2021 D&AD Awards
Shortlist, Film.