Trese is a comic book series on the supernatural that has a huge cult following in the Philippines.

Adapting it into an anime film, Netflix wanted to promote the title through a collaboration with a local band called UDD. The band was supposed to hold a concert to kick-start the series' official launch.

Enter COVID, lockdowns, and the prohibition of such events.

Inspired by the supernatural theme of Trese itself, The Not aLive Concert bypassed social-distancing restrictions by being a concert one could attend as a ghost.

This was made possible by an AR filter that was created that turned people into ghosts. After using the filter, they were instructed to submit their ghost videos to a website, so they could be inserted in the interactive concert video of the UDD as their audience.

Seeing themselves as the ghost audience of UDD in the concert video, the viewer experienced the supernatural--and Trese.

The COVID lockdown prevented the UDD from holding a bona fide concert to celebrate the release of Trese.

Taking inspiration from the supernatural theme of Trese itself, Netflix pushed through with the concert to promote the title, pivoting the event to one Filipinos could attend as ghosts.

Concert...check. Supernatural theme...check.

Netflix created an Instagram AR filter that turns people into ghosts. Next, the brand invited people to join the Trese Not aLive Concert by uploading their videos on a website.

After that, Netflix proceeded to mount the concert where thousands of ghosts were projected as its audience. The software UNITY was used to insert ghosts as audience real-time while the concert was going on.

Because the word 'Trese' means 13 in the local language, the Not aLive Concert was shown 13 minutes before the official launch of the series, whipping excitement for it.

Within 24 hours of the film's release, Trese became the No.1 title on Netflix Philippines.

It stayed there for 10 straight days.