Netflix: It's What's Inside

Objective

Netflix launched an interactive experience to drive engagement with the thriller film "It's What's Inside," which centers on a body-swapping narrative. The campaign transformed traditional film promotion into active audience participation, inviting viewers to explore the film's core concept through gameplay rather than passive consumption.

Solution

AKQA created a multiplayer game hosted on Snapchat AR that allows up to six players to simultaneously swap voices and facial likenesses with each other using machine learning technology. Players experience AI-generated voice cloning and facial transformation, adopting their friends' appearances from the shoulders up. The game flow involves players attempting to impersonate one another convincingly through guided prompts and questions, with other participants guessing who has swapped identities. All biometric data is automatically deleted after the session ends, addressing privacy concerns.

Results

The game transcended its promotional role to become a cultural moment with sustained audience engagement. The campaign earned multiple awards including a Clio Grand Award for Digital & Mobile, Clio Gold for Innovation, Clio Specialty Award for Snapchat AR, and Cannes Bronze for Digital Craft.