How do you make a cinema ad for a new Old Spice variant without the cost of making a cinema ad? You have a live feed of the patrons in the cinema and project it on the screen. Free talent. You then swamp them in a refreshing virtual wave of Old Spice Bahamas.Each cinema had their own programmed wave and each sitting at each session provided the unique talent who could interact with the virtual wave as it passed over them. All done while keeping their popcorn dry.