THE AERONAUTS / FLY-IN THEATRE
Moving pictures from the stratosphere.
In 1862, scientists James Glaisher and Amelia Wren soared to new heights and inspired worldwide wonder with a balloon expedition that paved the way for modern meteorology. To celebrate the release of Amazon Prime Video’s The Aeronauts, we created a movie premiere that would itself involve dizzying heights and wonderful events. Welcome to the world’s first Fly-in Theatre—a cross-country screening experience placing visitors smack in the center of the Victorian Fair that launched the two aeronauts to fame in 1862.
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THE EXPERIENCE
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The movie screening was just the pinnacle moment of a day filled with Victorian wonders. Guests had the opportunity to ride a replica of the ‘Mammoth’ balloon from the film as tightrope walkers, jugglers, town-criers and aerial acrobats dazzled waiting queues. Among over a hundred staff in period costume, a sketch artist captured the poses of daring aeronauts. A fortune-teller divined their future. A hypnotist helped them conquer their fear of heights. Female scientists taught kids about the wonders of meteorology as grown-ups brewed their own coffee with a prototype of the world’s-first coffee roaster. All this on the notes of a Phonograph DJ spinning modern takes on Victorian classics.
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THE SCREENING
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At dusk, the event culminated with the nation’s premiere of The Aeronauts on a screen unlike any other. Eighteen months in the making, the flexible LED screen featured over 76,000 pixels wrapped 360 degrees around the balloon, allowing us to show the film to audiences from all directions. Every single pixel was hand-calibrated during cold inflation, and then the balloon was raised with conventional propane to remain rigid for the screenings to surrounding crowds, who recieved audio via loudspeaker and individual headsets.
THE EXPERIENCE
—
The movie screening was just the pinnacle moment of a day filled with Victorian wonders. Guests had the opportunity to ride a replica of the ‘Mammoth’ balloon from the film as tightrope walkers, jugglers, town-criers and aerial acrobats dazzled waiting queues. Among over a hundred staff in period costume, a sketch artist captured the poses of daring aeronauts. A fortune-teller divined their future. A hypnotist helped them conquer their fear of heights. Female scientists taught kids about the wonders of meteorology as grown-ups brewed their own coffee with a prototype of the world’s-first coffee roaster. All this on the notes of a Phonograph DJ spinning modern takes on Victorian classics.
THE SCREENING
–
At dusk, the event culminated with the nation’s premiere of The Aeronauts on a screen unlike any other. Eighteen months in the making, the flexible LED screen featured over 76,000 pixels wrapped 360 degrees around the balloon, allowing us to show the film to audiences from all directions. Every single pixel was hand-calibrated during cold inflation, and then the balloon was raised with conventional propane to remain rigid for the screenings to surrounding crowds, who recieved audio via loudspeaker and individual headsets.
WORLD BUILDING
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From set design, to period-accurate costumes, to menu and drink choices, to typography, to illustrations, to period party photography, to entertainment, to wildpostings, to handbills, to giveaways, to an entire newspaper from 1862... everything was meticulously designed to transport guests back to the wonderful atmosphere of the Victorian Era.
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–
From set design, to period-accurate costumes, to menu and drink choices, to typography, to illustrations, to period party photography, to entertainment, to wildpostings, to handbills, to giveaways, to an entire newspaper from 1862... everything was meticulously designed to transport guests back to the wonderful atmosphere of the Victorian Era.
THE IMPACT
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Over 8,500 guests across seven cities generated 350+ millions of social impressions. Find out more about the initiative on Adweek.
Role: Concept, Copy Lead
Core agency team: Whitney Jenkins, Brad Hall, Riaad Van Der Merwe, Alice Chiapperini, Dustin Freeman, Sammi Chancey, Gustav Holtz.
Recognition: Promax Experimental - Gold