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Le masque LED Absolue Longevity MD de Lancôme, rendu 3D réalisé par Picture Element
Le masque LED Absolue Longevity MD de Lancôme, rendu 3D réalisé par Picture Element

Video production

Social Media

Marketing Strategy

WALIBI

Walibi: launching Mahuka from social media to cinema

Walibi: launching Mahuka from social media to cinema

Video production

Social Media

Marketing Strategy

Walibi

KEY FIGURES

video views across platforms

video views across platforms

10.46M

10.46M

impressions on non-video content

impressions on non-video content

1.27M

1.27M

engagement actions across platforms

engagement actions across platforms

174,270

174,270

SECTORS

SECTORS

Parks & Museums

PERIOD

PERIOD

2023–2024

ACTORS

ACTORS

Picture Element
Pep’s
Picture Element
Pep’s

OVERVIEW

Summary

Building anticipation before the first climb.

To launch Mahuka, its new ride opening in June 2024, Walibi Rhône-Alpes asked Picture Element to create a campaign that would start well before opening day. A social media strategy, a video series following construction and an advertising film introduced the adventure, from the first clues to 4DX cinema.

The context

A new ride needs more than an announcement. Before we could show the real experience, we needed to give people reasons to follow its construction and come back for the next instalment. The construction site became our first source of content.

The challenge

Sustain curiosity over several months, then make people want to experience Mahuka. Each release needed to reveal something new: a clue to its world, a construction milestone, the train design or the first glimpse of the ride itself.

The angle

Turn the launch into an adventure told in episodes. The name and logo reveal opens the story. The “Dans les coulisses de Mahuka” behind-the-scenes series brings audiences closer to the project. On-ride footage then takes over, ahead of the launch film. The visual identity draws on an explorer’s notebook: paper, handwritten notes and ink marks.

The execution

The campaign follows the project’s progress: teasers from September 2023, a 3D introduction to the ride, construction updates, the train reveal, then on-ride footage and the June 2024 opening. Carousels, videos and stories give each stage its own format.

For the advertising film, Picture Element handles writing, storyboarding, direction and post-production. Carat/iProspect supervises the adaptation for 4DX cinema with the Korean technical partner.

The result

The client’s Mahuka content report records 10.46 million video views, 1.27 million impressions on non-video content and 174,270 engagement actions across platforms, from 1 January 2023 to 30 September 2024.

It covers 90 feed posts, including 64 videos, and 27 stories. These figures describe content published across the park’s social channels; they are not a count of unique films.

Summary

Building anticipation before the first climb.

To launch Mahuka, its new ride opening in June 2024, Walibi Rhône-Alpes asked Picture Element to create a campaign that would start well before opening day. A social media strategy, a video series following construction and an advertising film introduced the adventure, from the first clues to 4DX cinema.

The context

A new ride needs more than an announcement. Before we could show the real experience, we needed to give people reasons to follow its construction and come back for the next instalment. The construction site became our first source of content.

The challenge

Sustain curiosity over several months, then make people want to experience Mahuka. Each release needed to reveal something new: a clue to its world, a construction milestone, the train design or the first glimpse of the ride itself.

The angle

Turn the launch into an adventure told in episodes. The name and logo reveal opens the story. The “Dans les coulisses de Mahuka” behind-the-scenes series brings audiences closer to the project. On-ride footage then takes over, ahead of the launch film. The visual identity draws on an explorer’s notebook: paper, handwritten notes and ink marks.

The execution

The campaign follows the project’s progress: teasers from September 2023, a 3D introduction to the ride, construction updates, the train reveal, then on-ride footage and the June 2024 opening. Carousels, videos and stories give each stage its own format.

For the advertising film, Picture Element handles writing, storyboarding, direction and post-production. Carat/iProspect supervises the adaptation for 4DX cinema with the Korean technical partner.

The result

The client’s Mahuka content report records 10.46 million video views, 1.27 million impressions on non-video content and 174,270 engagement actions across platforms, from 1 January 2023 to 30 September 2024.

It covers 90 feed posts, including 64 videos, and 27 stories. These figures describe content published across the park’s social channels; they are not a count of unique films.

PIC TOUCH

From the phone screen to the 4DX seat.

The launch goes beyond the feed. The Mahuka film takes its adventure world to the big screen and into the 4DX experience. Picture Element’s production provides the starting point for this sensory adaptation, led by the park’s media and technical partners.

Let’s make your launch an event

PIC TOUCH

From the phone screen to the 4DX seat.

The launch goes beyond the feed. The Mahuka film takes its adventure world to the big screen and into the 4DX experience. Picture Element’s production provides the starting point for this sensory adaptation, led by the park’s media and technical partners.

Let’s make your launch an event

Let’s make your launch an event

THE FIGURES IN DETAIL

10.46M

video views across platforms

video views across platforms

10.46M

video views across platforms

10.46M

video views across platforms

1.27M

impressions on non-video content

impressions on non-video content

1.27M

impressions on non-video content

1.27M

impressions on non-video content

174,270
174,270

engagement actions across platforms

engagement actions across platforms

engagement actions across platforms

174,270

engagement actions across platforms

90

feed posts, including 64 videos

feed posts, including 64 videos

90

feed posts, including 64 videos

90

feed posts, including 64 videos

27
27

stories in the Mahuka report

stories in the Mahuka report

stories in the Mahuka report

27

stories in the Mahuka report

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Print O'Clock

Branding

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JB driving a Volvo ES90 in a TheiCollection video edited by Picture Element

TheiCollection

Social

TheiCollection: editing Reels, TikTok and Shorts

TheiCollection

Branding

TheiCollection: a tech channel’s identity, from logo to one million

So, shall we work together?

Yes

No

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So, shall we work together?

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No

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