2020
At a glance
Featured project
We Watched It All
As one of the last year’s few entertainment options, Netflix has been both a source of sanity, but also endless scrolling. Audiences had spent so many hours in front of screens that there was a collective feeling everything had been watched on the platform. AKQA helped Netflix to turn this phenomenon into a celebration, a joyful playlist in an otherwise melancholy year. In a surreal musical film, after receiving a prompt that he’s “finished Netflix”, a fan is taken on an immersive trip down memory lane – back through everything he and the wider audience had watched and felt, together. Insight In a year confined to the couch, Netflix took us on a wild ride. As one of this year’s few entertainment options, Netflix is both a source of sanity, but also endless scrolling. Audiences had spent so many hours in front of screens that there was a collective feeling that everything had been watched on the platform. Avoiding those somber feelings of 2020, the viewing became a celebration, a joyful playlist in an otherwise melancholy year. Idea A surreal sing-along, to celebrate the end of a strange year. After receiving a prompt that he’s “finished Netflix”, a relatable fan is taken on an immersive metaphorical trip down memory lane; back through everything he and the wider audience had watched and felt, together. As this hero moves through his retrospective journey, the lyrics and bizarre visuals make fan-centric references to some of 2020’s most iconic and talked about moments. The film was teased with a back-and-forth on social between our hero and Netflix. This was followed up with AR filters, and music track releases, to keep the audience fully immersed in the moment. Impact ‘We Watched It All’ captures audience sentiment in 2020 With high-praise in audience comments, The film outperformed mega-title content counterparts on Netflix’s social channels.
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