Netflix turns Its What's Inside into an AI game where friends swap faces

Netflix's thriller Its What's Inside follows a group of college friends who reunite before a wedding and start playing with a device that lets them swap bodies. Instead of marketing the film with conventional trailers, Netflix and AKQA made the premise itself the campaign: a playable body-swapping machine called the pseudogänger.

Built as a browser game, the experience asks each player to record a selfie and two minutes of audio. Machine-learning voice cloning and face modelling then turn every participant into a random friend from the shoulders up, so on a live video call people must answer questions convincingly as someone else while the group guesses who is actually who.

Groups of three to five players plus a host entered private rooms through shared codes, matching the film's scene for scene: twenty seconds to study a new face, ten minutes of bluffing through Q&A rounds, then a reveal of who fooled whom and shareable results to post. Netflix told Mashable that likenesses and voices were never stored and were deleted as soon as the game ended.

The game went live from 9–14 October 2024 around the film's Netflix debut. WPP described it as a talking point in its own right — fans were not just watching the story but stepping into it — and at the 2025 Clio Entertainment Awards AKQA's teams in Australia, New Zealand and São Paulo won six awards, including the Grand Clio for Digital, Mobile & Social Media and the Clio x Snapchat AR Specialty Award.