Philips collaborated with RSA Films, (Ridley Scott Associates) to produce Parallel Lines, a follow up to the Carousel short film project designed to launch the Philips Cinema 21:9 television. Philips chose the five most groundbreaking treatments on the Parallel Lines theme from submissions by 45 directors in the RSA fold. The films, released in April 2010, explore the most popular genres of filmmaking including drama, action, animation, sci-fi and thriller, and were shot on location in Uruguay, London, Moscow, China and South Africa. The Parallel Lines contest required contestants to make a short film based off of only a few lines given to them. The Parallel Lines project was developed at DDB London by creative director Neil Dawson, copywriter Sam Oliver, art director Shishir Patel, agency producer Lucinda Ker and Natalie Powell, business director Neill Rob. Digital agency was Tribal DDB Amsterdam. Media planner was Paul Owen-Richardson at Carat Worldwide.
The contest rules for all directors were:
1) The film must be no more than three minutes long.
2) It must be as cinematic as possible
3) It must feature the following dialogue and no other lines 'What is that?', 'It's a unicorn', 'Never seen one up close before', 'Beautiful', 'Get away, get away', 'I'm Sorry.'
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