��������

For the launch of the PlayStation 5, FCB&FiRe teamed up with Netflix and PlayStation to produce the first-ever unboxing film shot live to create a real gaming experience.

FCB&FiRe jumped on a trend we’re now seeing gain steam around the globe with consumer brands. The short film, created by FCB&FiRe and Spanish film director Jaume Balagueró, accumulated more than 3.3 million views in its first 24 hours of launch. 

The experience was shot live on Ibai Llanos’ Twitch channel and was livestreamed to over 200,000 viewers. Jaume Balagueró, director of 'REC' and 'While You Sleep', developed the film’s plot and direction, in which Ibai has an immersive experience when connecting the new PS5 console.

“This is the way we want to generate new kinds of content, associated with the absolute kings of entertainment that are Netflix and PlayStation, but respecting the language codes of streamers. It's the next level for this new generation of creators and a way for Netflix to show incredible innovative power," comments Alba Vence, CCO of FCB&FiRe.

Hernán Zamora, content director of FCB&FiRe, comments: “The great challenge of this project, in addition to uniting two brands that share entertainment as part of their DNA, was to explore a paradigm shift not only in the field of advertising, but also in live-streaming. 3.3 million views in less than 24 hours and an organic impact that goes beyond all rules, shows us that no world or target is impenetrable with the right idea.”