Motion Box Art and Character Art were a new technique to build awareness of “Netflix Interactive” title.
Netflix Interactive titles allow the viewer gets to make choices to impact or change the course of the story.
The approach was by "breaking the forth wall" between character and viewers, this would represent the interactive and engagement elements of the experience as well as create a lot of impact and stopping power when browsing .
In A/B testing, the Motion Art assets were very impactful, contributing very significant lift (2-12% lift) of interactive titles with the motion assets than titles without the motion asset treatment.
