Feel it Forever

The two-minute film, named Ad of the Day by The Drum, is being positioned as a love letter to cinema, and marks Vue’s first major brand campaign since 2020. It follows cinemagoers through a city, each trailed by a parade of characters from every film they’ve ever seen, with each character carrying the styling, colour and grade of the era and genre they came from. An 80s figure carries an analog VHS screen effect and noise; a Wild West character has a dusty sepia
grade evoking Technicolor. The DrumAdweek

Coverage has been broad across the trades. Adweek, Creative Review, Muse by Clios, LBB and SHOOT have all run features on the work, with the spot now playing before every screening across Vue’s European estate (UK, Ireland, the Netherlands, Germany, Italy, Denmark, Poland and Lithuania), plus social, connected TV and digital.

The Refinery handled post-production on the campaign, working alongside Waititi, the Hijinks creative team, editor Tom Eagles (Jojo Rabbit), colourist Jean-Clement Soret (Black Mirror), and DPs Ross Giardina and Suzie Lavelle (Severance). The film was shot across New Zealand and London with 148 actors and a heavy mix of practical effects, traditional compositing and CGI. The job called for invisible VFX, careful finishing, and a theatrical-grade colour pass to hold up
on the biggest screens it was always meant for.

For The Refinery, sitting in the post credits on a job of this scale and visibility, directed by one of the most distinctive filmmakers working today, and built to play in front of every Vue audience in Europe, is something the team is genuinely proud of.