In the age of immersive experiences, IMAX pushed the frontier by bringing live on-screen events to audiences. We partnered with multi-Grammy-winning singer-songwriter Brandi Carlile for the debut of her new album, In the Canyon Haze, in an exclusive IMAX live concert. With IMAX’s towering screen and immersive sound, it was like being there, only better. Every fan had a front-row seat and using their phone, they could interact live with Brandi asking questions she would answer in real-time through the IMAX platform. After the campaign launched across the nation, A, B testing quickly revealed that connecting with her fans on social media was the sweet spot. So we pivoted to focus to her "Bramily", as she called it, leading to a nationwide sellout and a non-live Encore event.