Meta Reels Cinema

In collaboration with artist Es Devlin, Meta created a bespoke theater on the beach at Cannes Lions, featuring dual-sided viewing rooms designed to spotlight the power of vertical video. Attendees included delegates, Meta partners, and clients.

Guests were invited to experience a transformative short film. The screening began with a horizontal landscape that expanded into an immersive vertical format. In a dramatic finale, the screen lifted to reveal an audience on the opposite side, connecting both groups in a shared moment. Inspired by the film, guests then crafted their own Reels using AR to explore themes of boundaries and boundlessness.