You don’t just watch a film, you feel it

Campaign

For the Melbourne International Film Festival, we created trailers that spoke the universal language of emotion.

Using biometric sensors and a custom app, we tracked the emotional responses—fear, anger, surprise, disgust, sadness, and joy—of critics during special preview screenings. The result? ‘Emotional Scripts’ that distilled two-hour films into one-minute trailers, driven purely by feeling.

Because great cinema doesn’t just tell a story. It moves you.

MIFF-EmotionMap-Screen 5 copy.jpg
Google Play Movies page for "The Assassin" with poster, reviews, and app interfaces.

Emotional Simulator

Before each film at the festival, audiences also experienced the ‘Emotional Scripts’ in a custom-built movie chair we called the ‘Emotional Simulator’.

All these experiences were filmed, and created Emotional Trailers for every film at the festival. Trailers that the audience in the cinema, watching the live stream, or seeing on social media, could book tickets directly from.

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MIFF ET Tile Theatre.jpg
Webpage showcasing the film 'The Assassin' with a central image of a man wearing electrodes on his head, surrounded by blue lights. The title in Japanese and English is displayed, along with film details, description, session timings, and ticket purc
MIFF Emotion Simulator Chair webpage, 2015 Film Festival, schedule details, ticket options, red simulator chair image
Four posters showing people with emotion-detecting sensors, labeled with emotions: fear, anger, sadness, surprise. MIFF Emotion Simulator advertisement.
Woman with electrodes on forehead under blue lights

Melbourne International Film Festival
Not-For-Profit
Film, Leisure & Entertainment

Capability
Data, Promotion Activation, Digital, Social Content, Experiential