It's What's Inside

Netflix / AKQA New Zealand
CREARCHIVE Score
22
NetflixIt's What's Inside2025
Case Film
Campaign Images
BrandNetflix
AgencyAKQA New Zealand
Award ShowD&AD
CategoryINTEGRATED
Year2025
CountriesAustralia, Brazil, New Zealand, United Kingdom
Description

While watching a sci-fi film, one can't help but wonder: what if this were real? In Netflix's It’s What’s Inside, that curiosity deepens as characters engage in a body-swapping game using futuristic tech. Powered by machine learning, six friends adopt each other's voices and appearances through advanced voice and face modeling. This pseudogänger concept invites visitors to explore identity, blurring the lines between reality and digital personas. It echoes the film’s unsettling themes of artificial intimacy and identity distortion, creating an immersive experience that challenges perceptions.

Awards
  • • D&AD — Gaming & Virtual Worlds — Wood Pencil
Credits
BrandNetflix
ClientNetflix
Design AgencyAKQA São Paulo, AKQA New Zealand, AKQA Australia
Entrant CompanyAKQA New Zealand, AKQA São Paulo, AKQA Australia
Advertising AgencyAKQA Australia, AKQA São Paulo, AKQA New Zealand
Production CompanyAKQA São Paulo, AKQA Australia, AKQA New Zealand
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