Cineworld 4DX pulls you into the movie with a full-on sensory experience of flashing lights, air pulses, kinetic chairs, mist, fog and more. For this partnership, we were asked to take on an almost impossible brief: create a TikTok-friendly filming moment that also encourages viewers to switch off their phones. I decided to flip the script. Instead of filming the screen, we asked people to step into the spotlight and become the stars of their own scenes. This improv-style audition was brilliantly led by Adessayo Talabi (@SimplySayo), a magnetic creator and self-proclaimed drama queen.

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Creative & Art Direction: Alessandro Fantini & Milan Desai

Production: Electric Robin