Title | THE EMOTIONAL TRAILER |
Brand | MELBOURNE INTERNATIONAL FILM FESTIVAL |
Product / Service | MELBOURNE INTERNATIONAL FILM FESTIVAL |
Category | A01. Innovative Technology |
Entrant | McCANN MELBOURNE, AUSTRALIA |
Idea Creation | McCANN MELBOURNE, AUSTRALIA |
Media | McCANN MELBOURNE, AUSTRALIA |
PR | McCANN MELBOURNE, AUSTRALIA |
Production | McCANN MELBOURNE, AUSTRALIA |
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 |
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.
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.
The highest ever sales results in MIFF’s history. The Emotional Trailers drove an 800% increase in social shares. Tickets to preview films sold out within two days. The excitement around the Emotion Simulator and Emotional Trailers drove the following festival records. 800% Increase in social shares for the festival Biggest ticket sales in MIFF’s 65 year history $30,165,012 in earned media Number 1 attraction at the festival 14 million people reached 40% Increase in mobile traffic to website
The Emotion Simulator is the perfect amalgamation of human behavior, innovation and data. Using the human face as a display, emotional data collected from film critics, electrodes and an innovative use of technology, we created a new compelling but universal way to communicate the essence of each film at the Melbourne International Film Festival (MIFF).