The Mill, a creative production and experiential entertainment studio working on a global scale to bring immersive spaces to life, is celebrating the debut of a new awareness-raising film and an interactive storytelling experience developed to spotlight the importance of scientific innovation in tackling malaria.
The film was launched by Malaria No More UK ambassador, David Beckham, on 4 November at Outernet in London. It premiered on the venue’s enormous screens alongside The Zero Malaria Experience.
Using the latest research, the data-led Experience invites visitors to try different combinations from a ‘toolbox’ of state-of-the-art innovations to investigate how many millions of lives can be saved from malaria when these tools are used together.
Impactful launch
The Experience was launched by Beckham on his social channels to an audience of nearly 150 million, along with a network of malaria scientists, campaigners and global health experts. Together, they are highlighting the impact of scientific innovations in reducing malaria over the past six decades, and the potential to save lives by using future tools together.
Beckham says: “As a long-time ambassador of Malaria No More UK, I understand the urgent need to get the malaria fight back on track. The Zero Malaria Experience and film aim to show the power of teamwork to beat one of the world’s oldest and deadliest diseases. It reminds us that we really can do incredible things when our scientists work together with leaders from around the world.”
Located in the centre of London, Outernet is one of the UKs leading tourist attractions. The launch was held in the Now Building, kindly provided by the ADOT Foundation, Outernet’s official charity partner. It was attended by more than 100 renowned individuals, including prominent figures in global health and malaria science, and campaigners working to fight the disease.
Philip O’Ferrall, CEO, Outernet, says: “Being part of a mission to end this terrible disease is a great honour and it’s a privilege to use the immense screens at Outernet to convey such an important and vital message.”
“At ADOT, we believe in the power of ‘unity’ – a core principle of the Zero Malaria Experience, which emphasizes the vital need for collaboration to defeat this deadly disease,” says a spokesperson from the ADOT Foundation. “We are proud to support this immersive experience and hope that by using Outernet’s interactive platform we can shift perspectives and appreciate a collective effort- a resource to experience oneness.”
“Life-saving power of teamwork”
The Mill created the concept for The Experience and the new film under the leadership of creative director Will MacNeil. The company has an extensive track record of creating memorable moments for its audiences, with a portfolio that includes the Sphere in Las Vegas.
The Experience was constructed at The Mill and filmed at ZeroSpace in New York, in collaboration with 4Wall Entertainment. It features state-of-the-art LED stages and sophisticated virtual production technology, creating a visually dynamic setting that filmmakers can modify in real-time. To raise awareness of the deadly disease, The Mill partnered with Imperial College London to implement an innovative and data-driven approach.
“At The Mill and the Technicolor Group we are passionate about harnessing new technologies to tell stories and narratives in compelling, new and innovative ways, and to engage with audiences in the changing ways in which the world consumes content,” says Mark Benson, president, The Mill.
“When it came to telling the story of malaria, our feeling was that a new approach could drive a stronger set of messages. Something bold and beautiful, but firmly rooted in facts; a rich tapestry of data that encapsulates the terrible reality of the disease. We have designed the Malaria No More UK immersive experience with The Outernet space in mind. It’s not an easy story to tell, but we hope we have found an effective and impactful way to do so.”
Dr Astrid Bonfield, CEO of Malaria No More UK, says: “Ahead of the G20 this year, I hope the Zero Malaria Experience demonstrates to leaders around the world the life-saving power of teamwork to provide the support our scientists need.
“We need governments around the world to fully fund Gavi and the Global Fund so our life-saving tools can reach those who need them, as well as investing in a pipeline of future innovations. And we need the UK government in particular to maintain its global leadership by funding these critical organisations and backing world-leading British-backed malaria science.
“This can save millions of children’s lives and help to foster greater stability across economies, health systems and societies for years to come.”
The Mill and Technicolor Group have recently agreed on a strategic collaboration with Layered Reality to bring Elvis back into the building for the 2025 launch of Elvis Evolution at Immerse LDN.
