It's What's Inside: The Game
View the case- Brand
- Netflix
- Year
- 2024
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- AKQA
Objective
Netflix wanted to turn the body-swap premise of "It's What's Inside" into something audiences did with their own friends, not just watched. AKQA built the tie-in to blur the line between the movie's plot and the players' reality, so the buzz around the release would come from people's own game nights rather than a trailer.
Solution
Up to six friends join a private room on a standalone site — no app to download. Each player agrees to the terms, snaps a selfie and reads about two minutes of text into their mic, which becomes their own face-and-voice "filter." The group then jumps into a shared video call where everyone appears as a photoreal double of a random friend, their own face and voice swapped for someone else's. Prompted with questions, players take turns speaking "in someone else's body" while the rest try to guess who's really behind each face. Once the round ends, every captured face and voice is deleted.
- 1
The player opens itswhatsinsidegame.com, an invitation to play the body-swap game from the film, meant for a group of four to six friends.
- 2
Before playing, the player agrees to terms covering the capture and use of their face and voice, then receives a room code to share so friends can join a private playroom closed to strangers.
- 3
Each player takes a selfie in the browser and reads a scrolling script aloud for about two minutes into their microphone, producing a personal face-and-voice model for later use by another player.
- 4
The group then enters a live video call together, with up to six players visible on screen at once, mirroring the film's ensemble setup.
- 5
The game randomly assigns swaps: each player sees their own movements and hears their own speech, but rendered with another participant's captured face and voice.
- 6
Across a series of rounds, the game feeds prompts and questions; each player answers aloud in character as whoever they now appear to be, trying not to give themselves away, while the rest listen and vote on who has swapped with whom.
- 7
When the match ends, all captured faces and voices are deleted; the session stays private and nothing is retained afterward.
