It's all guns blazing in this week's interactive hotshot, as Tribal DDB and Stink Digital transport us through a shoot 'em up showdown.

For the launch of Philip's new cinematic television, you might have expected the typical TV and print campaign plastered over every channel and magazine page - but instead the brand threw the rulebook out the window.

Not only did they plough nearly their entire budget into digital, Philips and Tribal DDB Amsterdam teamed up with director Adam Berg to shoot a two and a half minute action movie epic. A tracking shot of immense proportions, the interactive film takes us through the frozen set of a cops and robbers gun battle. Weaving through a besieged hospital, the camera reveals thieves clad in sinister clown masks fighting with police, as terrified patients cower from the bullets.

"Cinema 21:9 is one of those briefs that you know only comes along once every few years, and we knew we had to do something really special," describes creative director Chris Baylis. "By using online, we gave the film-loving target audience a site they would want to spend time with - so while they're exploring the film content and the hotspots on the timeline, they are exploring the product story and all its features. However, for a site to compete with traditional push media, and actually pull people in and create talk value, it needed to be pretty spectacular."

With the initial script focusing on some form of action scene, director Adam Berg took inspiration from other famous tracking shots. After shooting a few ideas around with Stink Digital EP Mark Pytlik, they hit on the idea of a robbery gone wrong. "Obviously having freaky clowns and cops shooting at each other and blowing things up is not something you see so much in commercials," explains Berg, "and so it was great fun to shoot. Tribal and Philips were both behind us with the concept and the idea - it's not often you get so much freedom to come up with something for a film and get the backing to do it."

And compared to a traditional TVC, the online format also gave the Stink Digital team freedom to explore. "We didn't really have any restraints when it came to how long the film could be," says Berg. "We were more held in check with the time we had to shoot it and the size of our location. Another thing is that the film is a loop, which obviously doesn't work on normal TVCs. Here, you can watch it again, in slow motion if you please, to pick up on any details you might have missed."

Around 90 per cent of the footage and stunts were captured in camera, with a crew at Stockholm-based Redrum Post brought in to polish up and add in the little details. But it isn't just a film played out on the net - as well as being able to manipulate the speed and direction of the film, there's also more interactive morsels. Tucked away within the film are several other clips, where viewers can pause and go right into the set. In one we witness the DP giving tips of the trade, while in another the director talks about the potential of 21:9.

But the film has still only been one element of the project - back at Stink Digital the team had to build the website to host the film and develop it into an interactive portal that did the film justice.
"It's been a seat-of-the-pants production process," finishes Baylis, "and believe it or not, thanks to Stink Digital and Adam's team, we did the whole thing in seven weeks."

Click here to view the spot.