Taika Waititi Drives Vue Cinema Feel it forever Campaign Across Europe
vue cinema has launched its Feel it forever campaign with Taika Waititi directing, turning a brand spot into a broad European rollout rather than a one-market splash. The work starts in the U.K. and Ireland on May 1, then moves into the Netherlands, Germany and Italy close behind.
Waititi’s London and Auckland shoot
Taika Waititi said, "This is an epic love letter to cinema that reminds us why we go, and keeps us coming back." That line fits the campaign’s business goal: Vue is using a director with a strong visual point of view to sell a feeling, not just a seat.
Marc Allenby said Waititi was "always watching for spontaneity, always ready to turn the unexpected into something memorable" while filming in London and Auckland. The spot follows average people shadowed by film-character types, and that choice gives Vue a way to speak to movie memory without leaning on a single title or franchise.
20 takes in Auckland heat
One standout behind-the-scenes moment came during the sequence featuring the knight running across the bridge. After around 20 takes in extreme Auckland heat, the actor, wearing a full suit of armor, began to give up. Taika immediately spotted the hilarity of the moment—and kept it in.
That improvisational instinct is doing more than adding polish. Vue and Hijinks also had to design fantasy-inspired characters that evoked cinematic archetypes without directly replicating copyrighted figures, which is a tighter creative lane than a straight parody or a recognizable character roundup.
It became about being creative within the parameters and capturing the essence of those characters. Eventually, it resulted in designs that felt ultimately more imaginative.
Vue’s May 1 rollout
The campaign will initially roll out across the U.K. and Ireland on May 1, with the Netherlands, Germany and Italy following close behind. For Vue, that gives the launch immediate reach in its home European markets before it spreads into a wider regional push.
And I think that’s how these characters actually exist in every cinema-goer’s brain. They’re not precise, but impressions. And that made the final world feel even more original.
