| Title | Real Emotion. Real Films |
| Agency | WE ARE Pi |
| Campaign | Real Emotion. Real Films |
| Advertiser | IDFA |
| Brand | IDFA |
| Date of First Broadcast/Publication | 2020 / 11 |
| Business Sector | Trade Shows, Events & Festivals |
| Story | IDFA, the world’s leading documentary film festival, best known for its support of independent filmmakers and artistic excellence, today launches a campaign to celebrate the beauty and power of emotions with “Real Emotions. Real Film.” Created in-house by Amsterdam-based ideas company WE ARE Pi, in collaboration with artistic director Maurice Mikkers, the campaign takes an intimate look at different emotions under the microscope to capture the beautiful range reactions to documentary film. |
| Philosophy | IDFA, the world’s leading documentary film festival, best known for its support of independent filmmakers and artistic excellence, today launches a campaign to celebrate the beauty and power of emotions with “Real Emotions. Real Film.” Created in-house by Amsterdam-based ideas company WE ARE Pi, in collaboration with artistic director Maurice Mikkers, the campaign takes an intimate look at different emotions under the microscope to capture the beautiful range reactions to documentary film. The creative spirit of IDFA is conveyed by showing a new way to express emotion - by discovering the tangible art forms hidden within every single teardrop. The unique structure of minerals, shaped by different feelings, tell their own stories. The idea to place tears under the microscope was inspired by Mikkers, who wondered what our tears looked like up close and made a curious discovery back in 2014 that under a microscope, each tear looked like a uniquely beautiful work of art. To bring the campaign to life, WE ARE Pi worked with Mikkers to collect hundreds of tears, each representing a unique human experience, ranging in emotions from joy to sorrow, pride to heartbreak. To collect them, We Are Pi provided tear collection kits for people to then capture their moments of real emotion. To compliment the abstract beauty of tears under a microscope, We Are Pi created a fully immersive film of slowlapsing tears as they move under a microscope. The entrancing tears of pride, grief, love and joy, build up to a crescendo of visual splendour before inviting you to feel the beauty yourself by taking part in IDFA 2020. The campaign roles out across the Netherlands in Cinema, Social, Print, Outdoor and PR. For those that would like to explore their own breadth of emotion through film, the festival dates this year are 16 Nov - 6 Dec. In order to ensure safety protocol for the coronavirus, the festival will now include screenings, talks and workshops both in physical locations across Amsterdam, and online via their website. You can learn more at www.idfa.nl |
| Media Type | Cinema |
| Length | |
| Music & Sound Design | Antfood |
| Art Director | Orwa Nyrabia |
| Festival Director | Cees van 't Hullenaar |
| Partnerships Manager | Andrea Van Den Bos |
| Head of Marketing Communications | Martine Van Duijn |
| Communications Coordinator | Marjolein Polder |
| Social Media Manager | Cengiz Can |
| Designer | Kaz Salemink |
| Chief Creative Officer | Alex Bennett-Grant |
| Executive Creative Director | Barney Hobson |
| Executive Creative Director | Rick Chant |
| Design Director | Seth Josephs |
| Creative Director | Matteo Maggiore |
| Creative Director | Valerio Mangiafico |
| Creative Team | Kyle Foreman |
| Creative Team | Brigitta Szaszfai |
| Designer | Nick Fatouris |
| Designer | Fleur Ellis |
| Production Director | Kim Buttery |
| Producer | Ekaterina Golovkina |
| Production Assistant | Amani Barr |
| Head of Strategy | Mark Lester |
| Strategist | Paris Bethel |
| Managing Director | Patrick Garvey |
| Business Director | Agathe Derrstroff |
| Account Executive | Slav Slavov |
| Business Affairs | Barrie Williams |
| Photographer | Maurice Mikkers |
| Music & Sound Design Creative Director | Pedro Botsaris |
| Sound Designer | Rory White |
| Music Composer | Rory White |
| Music Composer | Luis Bergmann |
| Music Composer | Wilson Brown |
| Music Composer | Yuta Endo |
| Colorization | De Grot |
| Colorist | Joppo in de Grot |
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