Campaigns built around how stories make us feel
We identify the emotional experience at the heart of a film or series — and turn it into one clear creative direction.
Every film and series is a unique emotional journey.
From the very first frame, we are guided through a sequence of feelings, laughter, tension, hope, fear, warmth, vulnerability unfolding in a rhythm that belongs only to that story.
Audiences rarely choose a title based on demographics alone.
They choose it because, in that particular moment, they want to feel something: excitement, comfort, tension, connection, insight or escape.
That’s why a trailer shouldn’t simply summarise the plot. It should offer a clear and compelling taste of the emotional experience — and that same emotional promise should carry through the entire campaign.
THE SEVEN EMOTIONAL ARCHETYPES
To help identify that emotional promise, we developed the seven Emotional Archetypes.
They are not fixed audience segments, but emotional states we all move between.
An action film isn’t only for young men, and an intimate drama isn’t only for “the sensitive.”
What matters is which part of us the story awakens — and what we are looking to feel in that moment.
The archetypes help us understand what audiences are drawn to in a story and give every campaign a sharper creative starting point — without reducing creativity to a formula.
FROM EMOTIONAL INSIGHT TO CREATIVE DIRECTION
We begin by identifying the most distinctive and compelling emotional experience within the story.
We then turn that insight into a clear position and creative direction for the entire campaign.
From campaign strategy to trailers, teasers, key art and social content, we connect the thinking with the execution.
This ensures that every element works together to build recognition, interest and the desire to watch.
The result is a campaign built around one clear idea, one emotional promise and many ways to express it.