The Driver - BASE

INTRODUCTION:

The British Association for Screen Entertainment (BASE) tasked our team with creating a dynamic, modern commercial that emphasizes the pivotal role of the audience in keeping cinemas alive. We aimed to portray spectators as active participants rather than passive consumers, conveying the message that without an audience, cinemas would cease to exist. The central theme of the commercial revolves around the idea that the audience is the driving force behind the cinema experience, culminating in the powerful end card line: "You Drive the Cinema Experience."

CREATIVE CONCEPT:

Drawing inspiration from the world of motorsports, we crafted a narrative centered around two racers, symbolizing the audience's journey through the cinematic experience.

EXECUTION:

‍The commercial features a modern electronic soundtrack, reflecting cinemas as a space that appeals to the younger generation. As the two racers navigate through the intense race, the audience is taken on a thrilling ride. We utilized practical lighting effects and extensive visual effects (VFX) to create a layered, stimulating experience, immersing the audience in the cinematic world.

KEY MESSAGE:

‍The commercial emphasizes the active role of the audience in shaping the cinema industry, portraying them as the driving force behind the cinematic experience.

‍IMPACT AND RECEPTION:

‍The commercial received widespread acclaim for its innovative approach, resonating particularly well with younger audiences. Its use of practical lighting effects, VFX, and a modern soundtrack effectively conveyed the message of audience centrality, driving engagement within the industry.