Vue | The Ultra Lux

Positive Immersion: The release of Vue's most luxurious seat yet

In line with Vue’s mission to make the big screen experience as amazing as possible; we launched their new Ultra Lux seat, a luxurious recliner that will be rolled out to cinemas across the UK and Europe starting in Swindon, Southport and Munich.

To launch the seat, we created a 45 second film emphasises the comfort and convenience of the Ultra Lux seat, an enhanced recliner that is part of Vue’s mission to bring luxury and immersion to the big screen experience. The ad highlights its main features, which include soft Italian leather, luxurious reclining back and footrests, a spacious side table, and storage space for bags. The Ultra Lux seats are in the best location in each screen.

The film portrays the seat as a place where viewers can experience extreme adventures in extreme comfort, using the emotive language of cinema to highlight the premium features of the seats. Viewers can put their feet up, sip cool champagne and fly first class to other worlds from the comfort of their seat.

The film was created entirely in CGI in partnership with Daydreamer VFX. The voiceover is delivered by Paddington in Peru star Ella Dacres. The musical soundscape for the film was composed by James Radford and showcases the Dolby surround sound available at Vue.

The film will be screened in selected Vue venues pre-shows from January 10, as well as online and on social media. There will also be paid media to support the Ultra Lux launch.

CREDITS:

AGENCY: HIJINKS

Chief Creative Officers: Tamryn Kerr & Marc Allenby

Chief Executive Officer: Alicia Iveson

Creative Directors: Sophie Tilks & Ade Yeo

Design Director: Josh Lowe

Strategy Director: Jack Swain

Account Directors: Lottie Boniface & Laura Spadaro

Head of Production/EP: Anita Sasdy

Agency Producers: Sabrina May & Charlotte Wickens

PRODUCTION: DAYDREAMER

Directors: Will Denning & Pete Rypstra

Executive Producer: Cat Hammond

Creative Director: Matt Fuller

CG Team: Will Denning, Matt Fuller, Jakub Spacek, Marcel Piekarski & Atanas Atanasov

Compositor: Pete Rypstra

Colourist: Toby Tomkins @ Harbour Picture Company

Colour Producer: Sarah Banks

SOUND: STRINGS & TINS

Sound Designer: Livy Wicks

Creative Director: Culum Simpson

Audio Producer: Katie Buxton

MUSIC: RADFORD MUSIC

Composer: James Radford