In an effort to celebrate the theatrical experience, Filmstaden is reminding viewers of what makes moviegoing truly special: the feeling of experiencing emotion together.
Developed with NORD DDB and directed by Gustav Egerstedt of Giants & Toys, the campaign focuses on a simple idea, some emotions just belong in the cinema.
The spots strategically begin in normal, mundane situations before suddenly shifting into emotional outbursts that feel out of place, because they are.
Whether it’s hysterical laughter or popcorn tossing screams of fear, these reactions feel bigger, more natural, and more enjoyable when shared with others in a space designed for the moviegoing experience.
“If someone bursts out laughing uncontrollably on the street, you maybe worry about them. In a cinema, you join in. That difference is what we wanted to capture.” says Gustav In an era of endless at-home content, Filmstaden’s latest work serves as a reminder that while films can be watched anywhere, the full emotional experience still belongs to the cinema.
The films are currently running on TV, online video and at the cinemas in Sweden.
Credits:
Advertising agency: NORD DDB
Creative: Joel Ekstrand
Creative: Frida Eriksson Wiita
Creative: Emelie Ravelli
Agency producer: Josephine Lundquist
SR client manager: Beate Mollberg Fagring
Production company: Giants & Toys
Director: Gustav Egerstedt
Executive producer: Christian Rehnfors
Producer: Niklas Jakobsson
DOP: Fredrik Bäckar
Stylist: Sofia Ringertz
Make up: Kristin Good
Set design: Christer Jonsson
Editor: Joakim Pietras
Online: Mikael Hallmans
Sound design:
Grade: Martin Steinberg Client: Filmstaden
