Creative Direction for Conjuring with Warner Bros
Surface : 100 m²
With Conjuring, the challenge was to go beyond the traditional format of a movie premiere: the goal was to turn it into a fully immersive experience and mark the conclusion of a cult saga. The idea was to plunge guests into the film’s atmosphere from the moment they arrived, making them feel the tension even before the screen lit up. The concept was rooted in immersion from the very start. Instead of a classic welcome, guests were greeted by Annabelle herself. They then entered a dimly lit room, illuminated only by candles. This space recreated the Warren’s museum, with each object carefully selected to recall an iconic scene and create an instant sense of unease. The ambition was not only to build a set, but to design a living experience. Among the static objects, a performer stood motionless with a lantern in hand, blurring the line between fiction and reality and intensifying the feeling that anything could come to life. The climax came with the photocall: instead of a traditional backdrop, we built a replica of Annabelle’s glass case. Guests sat inside, believing they were capturing a simple souvenir… until a hand suddenly appeared in the frame. A terrifying twist that turned an ordinary photo into a viral and unforgettable moment. We therefore:
• Defined the immersive concept for the premiere • Recreated iconic scenes from the film through scenography
• Integrated live performance to amplify the experience
• Designed a viral photocall that extended the impact far beyond the screening
Creative Direction for Conjuring with Warner Bros
Surface : 100 m²
With Conjuring, the challenge was to go beyond the traditional format of a movie premiere: the goal was to turn it into a fully immersive experience and mark the conclusion of a cult saga. The idea was to plunge guests into the film’s atmosphere from the moment they arrived, making them feel the tension even before the screen lit up. The concept was rooted in immersion from the very start. Instead of a classic welcome, guests were greeted by Annabelle herself. They then entered a dimly lit room, illuminated only by candles. This space recreated the Warren’s museum, with each object carefully selected to recall an iconic scene and create an instant sense of unease. The ambition was not only to build a set, but to design a living experience. Among the static objects, a performer stood motionless with a lantern in hand, blurring the line between fiction and reality and intensifying the feeling that anything could come to life. The climax came with the photocall: instead of a traditional backdrop, we built a replica of Annabelle’s glass case. Guests sat inside, believing they were capturing a simple souvenir… until a hand suddenly appeared in the frame. A terrifying twist that turned an ordinary photo into a viral and unforgettable moment. We therefore:
• Defined the immersive concept for the premiere • Recreated iconic scenes from the film through scenography
• Integrated live performance to amplify the experience
• Designed a viral photocall that extended the impact far beyond the screening