Axe Shock is a reviving shower gel that helps guys overcome fatigue and continue the mating game. To introduce Shock to an international audience, and reinforce the idea of longevity, we developed a 9-minute interactive film. But instead of just watching the film, guys could participate. At certain moments, moments of pure exhaustion guys could make the hero revive with the product and move the story forward. Or they could choose to ignore the product and move the story in less pleasant directions. It all ended with a bonus scene guys could unlock if they continued long enough.