PAT BARON chief creative officer mccann australiacreativebaron@gmail.com

Adfest 2016 Grande Prix & 2 Gold

The MIFF Emotional Trailer had a positive start to the awards season with a strong showing at AdFest. The project picked up a Grand Prix and two Gold in Interactive, topping off a total of 9 Awards across many categories.

Says Adrian Bosich, managing partner, AIRBAG: “I’m delighted to add this swag to the collection we’ve won with McCann Melbourne, which now totals over 60 Awards across campaigns such as Impossible Orchestra, Care Aware, Phubbing, Problem Gambling – ‘100 Day Challenge’, and Tiger Air – ‘Chickens’. It’s fundamentally about the work, and some diss Awards, but Awards have made a huge difference to our business, locally and internationally. We wouldn’t be doing VR for Los Angeles, for instance, without having won some metal.” The Emotional Trailer was a campaign devised for the 2015 Melbourne International Film Festival. It focussed on the emotional experience we share as movie goers. Airbag’s contribution was to design and build the technology behind the idea – The Emotion Simulator.

The Emotion Simulator is a completely bespoke device that uses electrodes to stimulate muscles in the user’s face. This manipulates a face to approximate various emotional expressions. Data driven choreography allowed for the recreation of each film as an ‘Emotional Trailer’, representing in one minute or less, the emotional journey of each film.

The project was a singular technical challenge that bridged numerous disciplines. AIRBAG’s chief geek Steven Nicholson’s (left) contribution to the project spanned medical research, electronics, programming, prop construction and torture (until he nailed the tech).

Says Nicholson: “When your goal is discussion and a little buzz, doing something a bit out-there is always a fruitful path. In that sense we owe a debt to MIFF and McCann. It takes a risk to make something great.”

Judges at AdFest were enthused by the use of multiple technologies and creative use of data; and praised it as a ‘standout innovation’ and a ‘captivating execution’.

pat-baron-chief-creative-officer-mccann-the-emotional-trailer-melbourne-international-film-festival-adfest-gp-1

pat-baron-chief-creative-officer-mccann-the-emotional-trailer-melbourne-international-film-festival-adfest-gp-2

Comments are closed.

RSS TED
  • Creative ways to get kids to thrive in school | Olympia Della Flora
    To get young kids to thrive in school, we need to do more than teach them how to read and write -- we need to teach them how to manage their emotions, says educator Olympia Della Flora. In this practical talk, she shares creative tactics she used to help struggling, sometimes disruptive students -- things […]
RSS Campaign Brief
RSS Fast Company
  • Indoor farms full of dandelions could be our future source of rubber
    Rubber plantations are a major source of deforestation, but there’s another place to get the material: inside a dandelion’s roots. Now scientists are engineering the weed to grow in indoor farms–and with as much latex as possible. Inside a lab at an Ohio State University research center, scientists are genetically engineering a dandelion that could […]