Philips & NBC Universal

We all know that feeling of the movie theater—a mix of anticipation, excitement, and rapt involvement that can be hard to come by at home. How can that immersive viewing experience be a part of home viewing? That’s what we set out to learn with NBC Universal’s Syfy channel and Philips.

Image of room with Phillips lighting.

A playful research project invited people to engage with a new kind of viewing experience. From there, we documented the emotional moments that offered opportunities for deeper connection. The work guided a redesign that was attuned to the emotional journey of viewers and resulted in a stronger attachment among customers.