To reach the young, mostly male-dominated, target audience, we needed more than a standard ad. So we created something unforgettable. Afterglow is a 15-minute commercial ski film unlike anything seen before. We built full-body suits embedded with Philips’ own Ambilight technology, suited up some of the world’s best off-piste skiers, and sent them down extreme mountain slopes at night - turning the film into a live demonstration of the product. The launch was backed by a full-scale content and PR push. We invited sports and tech journalists to the premiere, created eye-catching content for Instagram and Pinterest, and secured coverage from hundreds of bloggers and major publications. Paid campaigns ran across social media, display, and native formats, while the athletes themselves amplified the film on their own channels. In a second phase, we launched a WebGL 3D ski game that drew hundreds of thousands of players, keeping the buzz alive and extending Philips’ reach deep into gaming and tech communities. Together, the film and follow-up activations drove massive visibility, shifted brand perception, and made Ambilight a talking point well beyond traditional advertising.