Showcase Cinemas
XPlus Campaign

With all-new XPlus screens bringing 360º sound, wall-to-wall screens and Ultra HD, it was time for Showcase to level up and compete with IMAX. And with such a mega sell, its marketing could be nothing short of magnificent!

From a tantalisingly open brief, my team pitched against other agencies with three different ideas. The client was most taken with my ‘grabbing hand’ concept – showing hands reaching through the cinema screen and literally grabbing or engaging with customers. A metaphor for the vivid experience that XPlus provides, the finished creative is both fun and dramatic.

I expanded my initial creative to represent different movie genres and customers, and Showcase grabbed every opportunity – online and offline – to get their message out. The campaign ran with great success for several years and opened the door to many more Showcase projects.