Philips Parallel Lines

Philips is collaborating with RSA Films, (Ridley Scott Associates) to produce Parallel Lines, a follow up to the Carousel short film project designed to launch the Philips Cinema 21:9 television. Philips chose the five most groundbreaking treatments on the Parallel Lines theme from submissions by 45 directors in the RSA fold. The films, to be released in April 2010, explore the most popular genres of filmmaking including drama, action, animation, sci-fi and thriller, and were shot on location in Uruguay, London, Moscow, China and South Africa.

Character from Philips Parallel Lines

Click on the image below to play the trailer

The five films will be released online at on 8th April 2010. The films will be shown using the Philips’ ‘Ambiplayer’ – a special online media player which recreates the effect of Philips’ unique Ambilight technology, plus picture quality and sound quality of Philips TVs. The Ambiplayer will have special interactive features allowing users to interact with the immersive light, picture and sound experience.

Click on the image below to play the El Secreto de Mateo (Greg Fay)

Click on the image below to play The Gift (Carl Erik Rinsch)

Click on the image below to play The Hunt (Jake Scott)

Click on the image below to play Jun and the Hidden Skies (Hi-Sim)

Click on the image below to play Darkroom (Johnny Hardcastle)

Facebook Campaign

The campaign is being promoted on a dedicated Facebook site,, with director interviews, stills, behind-the-scenes clips, and other cinematic viewing experiences. One of the directors, Jake Scott, contributed to the Facebook page with an exclusive blog from the Sundance Film Festival, and will also be blogging direct from the Berlin Film Festival.

On, 7th April (one day prior to the release of the films), Philips has bought a Facebook ‘reach block’ across 10 global markets whereby all users in those markets will see the trailer on their personal homepage. Those who click through and become a fan of Parallel Lines will be rewarded by being offered the chance to preview a film the day before their official release.

Parallel Lines’ digital integration includes a YouTube homepage masthead in widescreen 21:9 cinematic format which will appear in seven markets on launch day, 8th April. It will direct consumers to a Philips Cinema channel where they can watch the Parallel Lines trailer in HD quality on Philips widescreen 21:9 Ambiplayer. It will be the first time a 21:9 cinematic format media player has ever been used on YouTube.


The Parallel Lines project was developed at DDB London by creative director Neil Dawson, copywriter Sam Oliver, art director Shishir Patel, agency producer Lucinda Ker and Natalie Powell, business director Neill Rob. Digital agency was Tribal DDB Amsterdam. Media planner was Paul Owen-Richardson at Carat Worldwide. The media player was designed at Unit9.

The five RSA directors involved in the Parallel Lines project are Greg Fay, Johnny Hardstaff, Carl Erik Rinsch, Jake Scott and Hi-Sim (Chris Hawkes and Cheun Hung Tsang).