Seduction by light.

Because there’s little that’s conventional about the new Philips Aurea television, it’s fitting that its advertising take a different path as well.

Under the campaign theme “Seduction by light”, DDB commissioned famed Hong Kong director Wong Kar-Wai to create a short film that demonstrates how Aurea’s amazing lighting effects enhance the action on screen.

The spy thriller will be shown in Paris boutiques on Aurea televisions, and online at a website created by Tribal DDB New York and produced by Tribal New York, Tribal Amsterdam and Unit 9, London.

But Tribal's website was designed to be more than just a stage for the Wong Kar-Wai film.

The team's challenge was to create a site that people would react to emotionally, just as they would if they were experiencing the Aurea TV in person.

To that end, Tribal had film composer Mark Slater score the site. The original music was performed by key members of the London Symphony Orchestra at world famous Abbey Roads Studios in London.

“Scoring a website the way you would a film is a first in our industry” says Julie Hadem, Associate Creative Director of Tribal New York.

Visitors to the site learn about the television by moving through an immersive and mysterious 3D environment, at the center of which is a floating Aurea. The music changes in real time to reflect the mood of each section in the site. “So in a sense, we’ve created a non-linear symphony”, continues Julie.

Spectacular job, team Philips: Julie, Smith, Jacek, and Steffany in New York; Peter, Anna, Mike, Jan Willem, and Jeroen in Amsterdam, as well Mark Slater, DDB Amsterdam and our friends at Unit 9, London.

UPDATE: Eurobest finalist.


UPDATE: SXSW finalist.