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FCB&FiRe Turned a PS5 Unboxing into a Livestream Horror Movie

30/03/2021
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REC director Jaume Balaguer贸 collaborated with the agency to create the experience

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鈥檙e now seeing gain steam around the globe with consumer brands. The short film, created by FCB&FiRe and Spanish film director Jaume Balaguer贸, accumulated more than 3.3 million views in its first 24 hours of launch. 

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

鈥淭his 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.

Hern谩n Zamora, content director of FCB&FiRe, comments: 鈥淭he 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.鈥

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