The Campaign

MIFF films often challenge and confront audiences. They connect with us and make us feel in ways we can’t explain. When it comes to the cinema experience, MIFF films go beyond words. So in 2018, we would launch the festival without using a single word. We created the Unwritten Review.

Creative Execution

Six ‘Unwritten Reviews’ were created by our six diverse artists. Each of them, including Music Producer, Billy Davis, were invited to a private MIFF film screening from the 2018 program. He was then tasked with crafting an original piece in his individual medium inspired by his viewing experience. As the creative process unfolded in his sound studio, it was shared online, spread through his social channels and the festival website. The final orchestral track was released as a film clip and and performed live in Melbourne locations in the lead-up to and during the festival. Instead of reading a review, a new audience was introduced to the festival through an audible film review that communicated the film experience 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.

We engaged Melbourne Music Producer and Composer, Billy Davis, to create a bespoke track reflecting a film from the 2018 Melbourne International Festival. After a private screening of the film 'West of Sunshine' he methodically constructs a composition inspired by the characters, narrative and themes he found within. The result is a haunting orchestral piece that would become the film review - an original track communicating the film experience without using words.

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. We engaged six respected Melbourne artists, among them was local Music Producer and Composer, Billy Davis.