Located in Milan's Piazza XXV Aprile, the installation resembled a contemporary bonfire. It provided adult visitors with a unique opportunity to immerse themselves metaphorically in the flames of hatred. Inside the installation, the entire space was engulfed in real online hate messages directed at women. Using a specially designed interface, visitors could select one of the projected insults and delete it. The collaboration with Parole O_stili, a social project dedicated to raising awareness about the impact of verbal violence, ensured that the deleted insult would be reported online, with the ultimate goal of eradicating it permanently.
The haunting display of hate speech projected within the installation served as a reminder of the persistent existence of misogyny and the need to combat it. The words and phrases of hate were generated using artificial intelligence software that scoured the web and extracted over 7,000 insults targeting women from various social media platforms. By confronting the audience with these messages, the project aimed to provoke introspection and inspire individuals to actively reject and challenge such harmful behavior.
For the launch of Squid Game Season 2, Netflix collaborated with the creative agency DUDE, which further partnered with Amigdala to bring a unique and immersive digital experience to Lucca Comics & Games 2024. This collaborative effort aimed to captivate Italian audiences by transforming the environment into a space where the game feels real. The experience featured challenges inspired by the series and provided exclusive access to a Squid Game Night held in a specially designed dormitory, amplifying the excitement around the season's premiere.
Engaging Audiences with Innovative Technology: The "3 Body Problem" Launch Campaign
For the Italian launch of the Glass Onion Knives Out movie, Dude organized the event for Netflix in Milan. We curated and developed two custom digital experiences specific for the event. The two digital experience was placed in two areas of the escaping room path that was designed for the event.
Passers-by could go back in time in Milan's Piazza Tre Torri for three days and see themselves younger, as Ryan Reynolds does in the Netflix movie 'The Adam Project.'
For the launch of the third series of Narcos, we created the technological infrastructure that made possible a real-time manhunt on the streets of Lucca, using Instagram.
On the occasion of the debut of the second season of Stranger Things, Netflix Italia organized a special event for all the fans of the acclaimed TV series: a nine-episode ride to watch the adventures of Hawkins's boys.
For the italian launch of the fourth season of Black Mirror, the cult series that talks about new technologies and its impact to the people, Netflix Italia thought a really social and human experiment.
Amidst online harassment, Amigdala and Publicis collaborated on an interactive installation for the launch of "Luna Nera." Shedding light on the ongoing witch-hunt faced by women, the installation used a powerful visual metaphor to inspire viewers to take a stand against this pervasive issue.
The "Luna Nera" installation generated significant attention, engaging viewers in meaningful conversations surrounding the issues of misogyny, online harassment, and the power of collective action. By combining art, technology, and social awareness, the project aimed to raise consciousness about the importance of fostering an inclusive and respectful online environment. Through this collaboration, Amigdala and Publicis reinforced their commitment to promoting social change and using creativity as a catalyst for positive transformation.
Amigdala's partners curated all the aspects, from design, to development of the interior part of the installation and the interactive system.
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