Question: How do you prove the extraordinary power of cinematic HDR? Answer: With 100 pyrotechnic explosions, 50 gallons of colored paint, 3 high-speed Phantom cameras, 2 robotic motion-control rigs—and one very messy sound stage. We were honored to partner with our fearless friends at Barco to create a 30-second theatrical brand promo with a singular objective: show audiences how cinema becomes so much more with the brilliant highlights, dynamic contrast, deeper shadows, breathtaking color, and spectacular detail of High Dynamic Range (HDR). Branding in cinema is a unique challenge. Audience are conditioned to expect grand spectacle and thunderous sound. From the well-known to the fan favorites, there is no shortage of ways to experience the latest blockbusters on the big screen. But, with so much choice, how can a new brand standout in the space? Barco asked us to cut through that noise—to communicate their groundbreaking & patented Lightsteering technology in a way that felt visceral, emotional, and unmistakably real. No digital trickery. Something audiences could feel. Our search for the right approach took us across the globe… and landed us in the middle of a gloriously one-chance-get-it-right solution. The story we told was simple: the transformation from cinema today (standard dynamic range) to the future: HDR by Barco. We injected the new brand and piece with character and drama—led by a spark character who guides the lens through a series of jaw-dropping, in-camera transitions that showcase each feature in full high-dynamic-range glory. A spectacle that can only be truly experienced in an HDR by Barco cinema. We pushed every detail to feel fresh and unexpected: from the deliberate, extended pause in total black before the first image appears… to casting a light, female narrator instead of the traditional trailer-style announcer. For Barco, it was vital to honor the heritage of filmmaking while simultaneously highlighting the possibilities for the future. The result was a original piece in homage to the legacy of cinematic craft—no CG, no AI, no stock footage. Every visual and sound was created from scratch, with practical effects, original music, hand-crafted foley, and on-location recordings.   This promo became more than a film—it became a launchpad, propelling HDR by Barco from a select pilot program into a full-scale global theatrical release. Sometimes, the only way to show true brilliance… is to make a beautiful mess!