Lightbox
Gold Award
Body Swap
Netflix
United States
2025
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Entrant Company
AKQA
Program
Clio Entertainment 2025
Industry Type
Television & Streaming
Medium
Innovation
Category
Innovation
It’s What’s Inside: The Game was launched to amplify the release of Netflix’s It’s What’s Inside, a sci-fi thriller exploring themes of identity, deception, and body-swapping. The innovative game reimagines interactive entertainment by turning sci-fi body-swapping into a real-time experience powered by cutting-edge AI allowing the audience to experience the central concept of the film by changing places with their friends on a video & audio streaming call. For each player, we generated AI models of their voice and face, then allowed them to puppet a realistic model of a random friend while answering a series of questions and attempting to deceive their audience about who was who. This blend of streaming video with an Augmented Reality overlay of one of their friends was designed to immerse audiences in the film’s narrative while showcasing Netflix’s ability to push creative boundaries through innovative storytelling. Combining advanced technology with engaging social gameplay, the experience amplified Netflix’s It’s What’s Inside while pushing the limits of AI in entertainment.
Credits
Creative Agency
AKQA
London
Creative Agency
AKQA Melbourne
Melbourne
Advertising Agency
WPP
London
Creative Agency
AKQA Sao Paulo
São Paulo
Streaming Platform
Netflix
Los Angeles
Streaming Platform
Netflix
Los Angeles
Creative Agency
AKQA Sao Paulo
São Paulo
Creative Agency
AKQA Auckland
Auckland
Creative Agency
AKQA Auckland
Auckland
Creative Agency
AKQA Melbourne
Melbourne
Executive Creative Director Americas
Renato Zandoná
AKQA
Chief Creative Officer
Hugo Veiga
AKQA
Chief Creative Officer
Diego Machado
AKQA
Head of Client Services
Isabel Rudge
AKQA
Senior Creative Producer
Thais Bonizzi
AKQA
Head of Special Projects & Production
Paula Santana
AKQA
Senior Account Manager
Fernando Losa
AKQA
Senior Account Manager
Nathalia Barbosa
AKQA
Client Partner
Daniel Batista
AKQA
Managing Partner
Luiza Baffa
AKQA
Senior Art Director
Leticia Kohanoski
AKQA
Executive Creative Director Brazil
Christiano Vellutini
AKQA
Senior Copywriter
Deborah Ferreira
AKQA
Senior Copywriter
Lucas Negreiros
AKQA
Art Assistant
Tai Reis
AKQA
Design Director
Felipe Yamaoka
AKQA
Art Director
Marcelo Vaz
AKQA
Art Director
Fernando Fregate
AKQA
Creative Director
Paula Keller Perego
AKQA
Motion & Edit Coordinator
Anderson Lima
AKQA
Motion & Edit
Leonardo Sulzbach
AKQA
Motion
Diogo Mangiacavalli
AKQA
Motion
Daniela Seabra
AKQA
Motion
Gabriela Miranda
AKQA
Chief Invention Officer
Tim Devine
AKQA
Product Lead
Maddisyn Cummane
AKQA
Delivery & Operations Director
Joshua Preston
AKQA
Experience Design Lead
Thais Bristotti
AKQA
Experience Design Lead
Josh Munn
AKQA
Technical Director
Luke Ballantine
AKQA
Principle Innovation Director
Jono Casley
AKQA
Principle Innovation Director
Mike Hall
AKQA
Platform Engineering Lead
Matt Byrne
AKQA
Principal Fullstack Developer
Shawn Huang
AKQA
Principal Innovation Developer
Ben Specht
AKQA
Associate Data Science Director
Jaehyun Shin
AKQA
Senior Creative Developer
James Bosworth
AKQA
Principal Developer
Matt Van der Haas
AKQA
Principal Developer
Will Rossiter
AKQA
Senior Frontend Developer
Kuldip Raj
AKQA
Site Reliability Engineer Lead
Naman Kumar
AKQA
PR & Marketing Manager
Natália Albertoni
AKQA
Senior Director, Films Marketing at Netflix
Rafaela Dias
Netflix
Senior Manager, MKT Films
Alex Hyman
Netflix
Marketing Operations Manager
Asia Les-Masters
Netflix
Production Manager
Jonathan Reis
Mirror
Personal Assistant
Jose Wilgner
Mirror
Director and Design
Vinicius Lavor
Mirror
Model,Texture and Design
Enzo Kinukawa
Mirror
Model and Texture
Pablo Oliveira
Mirror
Animation
Mykael Sobreira
Mirror
Animation
Thiago Barros
Mirror
Design
Luan Fernandes
Mirror
Executive and Music Producer, and Sound Design
Lucas Mayer
Da House
Music Producer
Silvinho Erné
Da House
Sound Design
Victor Nogueira
Da House
Executive Producer
Carol Masseti
Da House
Director
André Gaspar
Perfect Storm
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