Creative Execution

Six ‘Unwritten Reviews’ were created by six diverse artists, including a professional chef, a music producer, a master brewer, a contemporary aboriginal artist, cocktail mixologist and a tattoo artist. Each were invited to a private MIFF film screening from the 2018 program. They were then tasked with crafting a piece in their individual mediums that’s inspired by their viewing experience. The process became short films themselves shared online, spread through the influencers channels, the festival website and experienced first-hand in locations around Melbourne during the lead-up to and during the festival. Instead of reading a review, visual, emotional, edible, audible and tactile pieces communicated the film experience to our audience without a single word.

Unwritten reviews impact stemmed from allowing each influencer to express themselves doing what they and their audience love best - their trade craft. Bringing art house cinema to life via different mediums made the event more available and accessible to audiences that might not otherwise engaged with the film festival.

As a local film festival we really only needed to reach a local audience. So we utilised micro influencers - individuals who are knowledgeable and passionate about a specific subject or category, typically with small but loyal, local communities of followers. Micro influencers are increasingly viewed by brands as more trusted sources of recommendation for consumers, particularly when it comes to engaging local communities. So we engaged a respected Melbourne professional chef, barman, musician, craft beer brewer and aboriginal artist. While they may have lacked the social reach of a mega celebrity, their dedicated local fanbase will trust and share their opinion.