THE EMOTIONAL TRAILER

Bronze Spike

Demo Film

Presentation Image

Presentation Image

TitleTHE EMOTIONAL TRAILER
ClientMELBOURNE INTERNATIONAL FILM FESTIVAL
Product/ServiceMELBOURNE INTERNATIONAL FILM FESTIVAL
CategoryE03. Innovative Use of Technology
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media McCANN MELBOURNE, AUSTRALIA
PR McCANN MELBOURNE, AUSTRALIA
Production McCANN MELBOURNE, AUSTRALIA

The Campaign

The Melbourne International Film Festival is a foreign language art house film festival. In a world of superhero Hollywood blockbusters and sequels, how do you attract audiences to films they’ve never heard of, starring actors they don’t know, in languages they don’t understand? We all feel the same basic emotions: fear, anger, surprise, disgust, sadness and happiness. And no matter where you are from you don’t just see a film, you feel it. So using the human face as a display, emotional data collected from film critics and an innovative use of technology, we created movie trailers that spoke every language. The Emotional Trailer.

Creative Execution

To do this we first held special preview screenings with movie critics to capture the 6 key human emotions of fear, anger, surprise, disgust, sadness and happiness for every film at the festival via our custom mobile app and biometric sensors. This data created an Emotional Script condensing an entire 2 hour film into under one minute. The data was then fed via electric stimulation into the facial muscles of willing participants to act out the emotional arc of an entire film, using the human face as a display. Before each film at the festival, audiences experienced the Emotional Scripts in a custom-built movie chair we called the Emotion Simulator. The simulator sessions sold out within two days. These experiences were filmed, creating Emotional Trailers for every film at the festival, that the audience in the cinema, watching the live stream or on social media, could book tickets directly from.

Credits

Name Company Position
Adrian Mills McCann Melbourne Managing Director
Patrick Baron McCann Melbourne Chief Creative Officer
Andy Jones McCann Melbourne Creative Director
Andy Jones McCann Melbourne Creative Director
Alex Wadelton McCann Melbourne Creative Director
Alex Wadelton McCann Melbourne Copywriter
Caroline Macmillan Mccann Melbourne Agency Account Director
Milly Dunn Mccann Melbourne Account Manager
Victoria Conners McCann Melbourne Head of Broadcast
Anne Comber McCann Melbourne Agency Producer
Afrim Memed Mccann Melbourne Assistant Producer
Eliza D'Souza Airbag Productions Film Producer
Tony Prysten McCann Melbourne Head of Digital
Rebecca Earwaker McCann Melbourne Digital Producer
Joe Guario McCann Melbourne Technical Lead
Patrick Jennings McCann Melbourne Director
Rob Stock Airbag Productions Executive Producer
Steven Nicholson Airbag Productions Creative Technologist
Links
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