Cinekid Play:
an otherworldly 3D gamified universe

Cinekid is the world’s largest international film, television and media festival for children. At the Westergasfabriek in Amsterdam, and around 40 locations across the country, children can watch new films and television productions, and meet the creators. They also get a chance to explore the MediaLab, an amazing playground with interactive art installations, workshops, games and apps. But how does a physical, international festival reinvent itself during the Corona pandemic? Amsterdam-based digital product-and-experience studio Next Empire was given the challenge to do just that. They digitally enhanced the physical festival, and created a freemium content-on-demand platform: Cinekid Play.

The agency worked closely with Cinekid for five months. Formulating a strategy and business model. Setting the brief, and creating a concept.

Next Empire developed an incredibly engaging real-time 3D gamified universe. Here kids can explore themed planets filled with Cinekid content and experiences like movies, workshops , animations and interactive games. They also collaborated with design and motion studio Woodwork who were in charge of the 3D art direction. Next Empire then translated this into real-time code and shaders*.

*A shader is a bit of computer code that is commonly used to describe how a surface will be rendered.

They also built a custom CMS where Cinekid could create and populate an unlimited number of planets. As well as a login-only environment for industry professionals to watch and discuss the movies.

'With Cinekid Play we try to make Cinekid accessible for as many children as possible, all year round - to deliver our mission: stimulate children’s creativity and curiosity, and help them see the world a little different. To become (other)world(ly) citizens.'
(Heleen Rouw - CEO at Cinekid)