To let families experience modularity, we produced the first modular short movie inspired by the new Renault Scenic. The film was divided into different sections. So by just changing the order of the same movie scenes, users could create many stories with different plots. Depending on the active choices people made, Ningyo could become a romance, a drama, a thriller, a noir or a horror film.

People had the chance to experiment creating different stories of Ningyo on various media. Online and on mobile thanks to the ad hoc platform. On Twitter thanks to Conversation Ad, where you could reassemble the short film sections with a tweet. During the unveiling of the project at the 73° edition of the Venice Film Festival a series of digital totems were installed, that participants could interact with them to create their own versions of the film. In one of Rome’s main subway stations a temporary cinema was set up where you could see all versions of the film. Outside of the cinema people could use digital totems to actively experiment with the viewing experience.