Working with JWT New York, Current created the "Tribeca ReActor" - a first of its kind machine - as a way to celebrate and promote the Tribeca Film Festival’s (TFF) 15th year. The campaign was awarded extensively at Cannes, bringing home a Silver Lion in Media, a Bronze Lion in Cyber, and a Bronze Lion in Promo & Activation.
The Tribeca Film Festival (TFF) has become a staple of culture in New York City. To celebrate its 15th year, TFF is partnering with J. Walter Thompson New York to launch a campaign that celebrates the film festival and the many different parts of New York City.
The campaign includes video, experiential, out of home, print and digital components.
New York is the mecca of all movie sets, and its people are among the most theatrical and expressive in the world. The ReActor is a first of its kind machine that combines voice and facial recognition with motion technology to record people re-enacting notable scenes from beloved films. The ReActor then drops participants’ best performances into the real movie scenes to create videos that can be shared online via social channels. Placed throughout major New York City attractions as well as the Tribeca Festival Hub, the ReActor will judge participants’ performances and reward high scorers with free tickets to the Festival. Track the Reactor’s whereabouts @Tribeca.
A 90 second short film shows how the ReActor works with a crowd of New Yorkers and tourists acting out movie scenes on a quintessential cobblestone Tribeca street. The film debuted on March 25, 2016. A shorter 30 second cut of the film will air in theaters beginning today as well.