‘The Emotional Trailer’

MIFF Melbourne International Film Festival

Campaign

To launch the Melbourne International Film Festival, we created movie trailers for foreign films that spoke the universal language of emotion.

Using biometric sensors and a custom app, we tracked emotional responses of fear, anger, surprise, disgust, sadness, and joy of critics during special preview screenings.

The results were ‘Emotional Scripts’ that distilled two-hour films into one-minute film trailers, driven purely by feeling.

Because you don’t just see great cinema, you feel it.

Campaign Case Study

An infographic featuring a film festival theme with a heart rate graph, a colorful donut chart labeled 'Happiness' and 'Surprise,' and text in Japanese and English saying 'The Assassin.' The infographic also displays a color legend for emotions inclu
Google Play Movies page for "The Assassin" with poster, reviews, and app interfaces.

The 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.

A simulation setup with a chair surrounded by devices labeled 'MIFF Emotion Simulator,' including monitors displaying a face and digital interface, and medical or testing equipment in a room with ornate gold and green wallpaper.
The entrance of a movie theater with people gathering outside. There are bright marquee lights and promotional banners for the Melbourne International Film Festival, featuring colorful artwork and the slogan "Watch How You Feel."
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