THE PROBLEM
The Melbourne International Film Festival (MIFF) is a foreign language art house film festival. Our job was to break down the language and cultural barriers to foreign films. To attract a new audience to book tickets directly to the film festival. To foreign films they’ve never head of. Starring actors they don’t know. In languages they don’t understand.
THE CREATIVE IDEA
We all feel the same basic emotions: fear, anger, surprise, disgust, sadness and happiness. No matter where you are from you don’t just see a film, you feel it.
So to promote the Melbourne international Film Fetical we created live movie trailers that spoke every language. The Emotional Trailer.
THE CREATIVE EXECUTION
Using the universal language of emotion, we created a custom made Emotion Simulator to let potential festival goers experience the emotional journey of every film
at the festival. To feed the simulator, we captured the emotional DNA of each film by monitoring the way film critics responded to each film through biometric sensors and a custom app, An emotional script from each film was then fed into facial electrodes in the MIFF Emotion Simulator allowing participants to feel 6 key human emotions: fear, anger, surprise, disgust, sadness and happiness, The filmed experience of each participant was then turned into an Emotional Trailer for each film. Emotional Trailers that an audience in the theatre, watching the live stream on the MIFF website or sharing on social media could book tickets directly from.
The Emotional Trailers were promoted through social, cinema, digital placements, mobile, direct and outdoor.
