Old Spice Invisible World is a feature-length invisible movie. No visuals. As invisible as new Old Spice Invisible Sprays themselves. A bona fide world’s first, two-hour long invisible blockbuster with a sprawling storyline that can only be seen in the mind’s eye. The challenge was ensuring that the plot-line stayed relentlessly surprising and exciting in an attempt to keep an audience who can’t see anything engaged.

The invisible movie comes complete with all the regular movie trimmings, such as posters, invisible action figures, casting calls for fan roles in the movie, interviews with movie critics, an IMDB listing, and a premiere in a real-world cinema and on Twitch. Don’t see it to believe it.

Invisible World was launched, well, like any other real movie. Before the premiere, we held a casting call and received hundreds of fan submissions for roles in the first-ever Old Spice movie. We then released a movie trailer on YouTube, an IMDB page, social posts, and an official movie poster introducing Invisible World.

We had a two-pronged premiere strategy: digital and Hollywood.* The digital premiere was hosted on Twitch, the world’s #1 live-streaming platform for males. The same day, we also rolled out the red carpet for our first-ever movie premiere. To promote this monumental event, we worked with local event websites and Facebook to let people experience the movie in a historic Hollywood* theatre.

Following the big launch, Invisible World was accessible worldwide on YouTube. We drove views through enticing clips, behind-the-scenes interviews, a custom soundtrack, and movie critic reviews from entertainment publications.

*Hollywood, Portland

With over 370,000 views during the live premiere on Twitch, the momentum for Invisible World set the foundation for the full-scale YouTube launch, which reached a total of over 36 million impressions. With over 3,000 hours watched and 56 million earned impressions, it was clear internet streamers loved the movie. Turns out seeing isn’t always believing.