BETC’s interactive website allows you to step into the skin of 'Paul Bearman' - the legendary hero of the multi-awarded film, “The Bear”.
Along with Iconoclast Interactive and Anonymous, BETC Digital’s website pays homage to their multi-awarded Canal+ spot, “The Bear”. The mockumentary was the most award spot of 2012 and featured the character, Paul Bearman, a bear rug playing the part of a passionate director – complete with drama, moods and tantrums.
With the tagline “The more you watch, the more you’ll love cinema”, the interactive website allows you to take over the set. There’s no actual sight of The Bear, because you are taking the dirdctor’s role in his furry shoes.
Users can choose amongst a variety of scenarios and take over the role of director in a subjective view. Switch on the microphone and give orders to the first assistant to replay the scene... and you can choose the genre – art house, horror, Western, ‘gangsta’ and even porno.
The new interactive experience was directed by Adrien Armanet, who incidentally directed Buzzman’s 2012 Tipp-Ex “Hunter and Bear”.
In addition to writing and producing more than 20 different versions of the same scene, BETC had to design the interactive platform in a way that would encourage the user to engage with the scenes without skipping around.
The team had to think about when people are going to click and when they are going to not click, and what is going to happen if they don’t click. Mathematically, they had to think about all the possibilities.
The actor playing the assistant director seems to be improvising between each ‘take’ but in reality he was more tightly scripted than on any conventional commercial shoot. Across the many different transitional sequences used to guide the user through the different spots, the assistant director was part of an intricate plan of elements supporting the whole online experience.
24 July 2014
Visit our new shop and discover the finest campaigns from print, TV and digital: Subscribe now
You might like: