Most films often promote through posters. Not for Netflix–it turned the series Replacing Chef Chico’s poster into an entertaining, immersive 4D experience that ignites sight, sound, smell, and touch.

The 4Dish Pot is an installation promoting a series on food, by giving the viewer a 4D-experience as the food.

Replacing Chef Chico is the first ever Filipino Netflix Original series. This is also the first Filipino drama that puts Filipino food at the center of the show.

To promote a show that revolves around food, Netflix gave viewers a 4D-experience as an ingredient of a beloved Filipino food--a pot of kare-kare, or oxtail peanut stew.

Replacing Chef Chico is the first ever Filipino Netflix Original series. It's a show that serves Filipino cuisine and stars 3 huge Filipino celebrities--Alessandra De Rossi, Piolo Pascual, and Sam Milby.

Netflix wanted to create excitement for the show by leveraging on Filipino food and talent popularity.

The way to Filipinos' heart is food. And celebrities. Two things served up in Netflix's Replacing Chef Chico. Instead of going the usual route of promoting the show just by using a two-dimensional poster with the celebrities front and center, Netflix brought the poster to life, cooked up a 4D-experience, and made the audience live in it.

This created an immersive activation that gives the viewer a 4D-experience as the food being cooked by the celebrities on the poster.

Presenting the Netflix 4Dish Pot.

Most shows often promote through posters—primarily flat and one-dimensional. Not for Netflix–it turned the Replacing Chef Chico’s poster into an immersive 4D experience.

Inside a gigantic cooking pot installed in one of Manila’s biggest malls, people became the dish’s ingredients. Once inside, one could smell the scent of the oxtail peanut stew, feel the “simmering” or shaking of the pot, not to mention see smoke rising from the stew. LED screens covered the interior of the pot’s lid, giving the illusion that the series’ leads were cooking the stew, mirroring the poster. Side screens of the interior showed veggies and meat being cooked with the viewer.

Movements up top were perfectly synched down below through sound design and multi-sensory cues.

First, we built a gigantic, 24-foot tall pot inside one of the biggest malls in Manila. We wrapped the interior of the pot with 217 LED screens. The lid's interior showed the leads like they were on the poster, but in motion. When the pot’s lid was opened, smoke came out from the sides by using hybrid fog generators. When closed, we made the floor shake by rigging it with a motorized contraption underneath, simulating the boiling stew. And when the actors dropped ingredients from the ceiling, people saw them falling on the LED walls. Viewers could even smell the peanut stew using innovative scenting technology--all of these giving Filipinos a 4D experience. Plus the stars, breaking the fourth wall, even greeted them.

*Experienced by thousands

*Made Replacing Chef Chico #1 on Netflix Philippines

*Remaining in the top 10 for 6 weeks.

While other films promote with a poster, we cooked up a 4D event to make viewers experience it.