Meta Reels Cinema

Client: Meta

To redefine the traditional activation space at Cannes Lions, Meta collaborated with world-renowned artist Es Devlin to produce a transformative experience that captivated audiences and challenged perceptions. At the heart of this activation was Devlin’s immersive vertical film, There is No Other, showcased in a custom-designed theater built directly on the sands of the French Riviera.

Guests were welcomed, seated and given custom snack boxes by ushers, setting the tone for an elevated cinematic experience. Once inside, the audience witnessed a groundbreaking film that seamlessly transitioned from a 16:9 format to an immersive 9:16 vertical display, spotlighting the innovative storytelling power of Reels. Through poetry, movement, and striking visuals, the film explored the themes of borders and borderlessness, inviting viewers to reconsider the concept of "otherness" and embrace a renewed sense of human connection. The experience culminated in a powerful and unexpected moment: as the final words of the film resonated, the screen lifted away, revealing a second audience mirrored back at the guests. The 9:16 screen transformed into a portal and a mirror, challenging perceptions and reinforcing the film’s message of interconnectedness. Building on the inspiration from Devlin’s work, Meta empowered guests to step into the role of both protagonist and creator. Using augmented reality, attendees had the opportunity to craft their own Reels, exploring the theme in their own creative, personal way. By blending immersive storytelling, cutting-edge technology, and a deeply human message, Meta delivered an unforgettable experience that surpassed expectations and showcased the limitless potential of Reels.