Body Swap

Netflix · 2025

Brand: Netflix Agency: AKQA New Zealand Entertainment2025

1 award: Cannes

AI Overview

Netflix created a real-time AI body-swapping video game tied to the film It's What's Inside, letting players puppet digital clones of friends using speech-to-speech conversion and facial animation. Built in six weeks with cutting-edge open-source models, it bridged cinema and interactive play, generating 35,000+ Twitch views and positioning Netflix as an innovation leader.

Strategic insight

Video conferencing is now post-COVID habit. By anchoring an uncanny sci-fi premise in a familiar social format, the game made experimental AI feel instantly relatable and shareable, turning marketing into an autonomous entertainment product.

The Tech

The game achieved real-time AI puppeting with speech-to-speech voice conversion and facial animation—a technical first requiring NVIDIA A100 GPUs and open-source models released weeks before. This computational feat was load-bearing; without it, the social deception mechanic could not exist.

Earned Reach

100 Thieves influencer streams on Twitch generated over 35,000 views for a single game session. Press coverage and organic word-of-mouth drove player acquisition across the originally US-only release, which expanded globally post-launch.

AI Overview

Strategic insight

The Tech

Earned Reach

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