it's what's inside – the game
Bringing a sci-fi body-swapping machine into the real world.
idea
In this playful game, friends adopt the voices and visual likenesses of one another from the shoulders up, taking on new personas and challenging each other to guess who is who. The experience offers a surreal twist on social interaction, turning friends into replicas in a genre-bending journey of impersonation.
Powered by machine learning, up to six friends can take on the voices and visual likenesses of one another. A mix of computer-generated voice and face modelling turned what was once considered sci-fi into an immersive interaction. All images and voices collected are deleted as soon as each match ends.
The pseudogänger concept invites visitors to explore identity by interacting with each other as someone else, blurring the lines between reality and digital personas. It echoes the film’s unsettling themes of artificial intimacy and identity distortion.
my role
My primary role on this project was to lead UI decisions, including concept exploration and component design for the gameplay and onboarding experience. I worked in tight collaboration with the strategy team, AI developers, and motion & graphics creative teams in Brasil and Australia to ensure optimal results.
impact
The platform amplifies the It’s What’s Inside film but has also become an entertainment piece, contributing to the new title’s ecosystem.
This experience amplifies the film’s reach and deepens audience engagement by integrating them into its narrative, paving the way for heightened interest and anticipation leading up to the film’s release.
in the media
‘It’s What’s Inside: The Game’ Invites Players To Live Out Netflix’s Body Swapping Movie
Play It’s What’s Inside with friends through Netflix’s online game
