Due to the restrictive time slots of social media (a maximum of 15 seconds per video), our trailers had to engage the audience immediately whilst effectively presenting Copilots filmic tone.
To achieve this level of engagement efficiently, the editorial cuts implemented were swift, with the jumps acting as a tonal change for the narrative.
Further inspiration came from one of Hitchcock’s most common techniques, active audience participation, which we utilised through our creative.
The iconic scene in Hitchcock’s The Birds, in which the audience’s understanding of the situation is higher than the characters, not only forms an ominous atmosphere; it also creates a desperate sympathy for the protagonist.
Inspired by this, we handpicked scenes (such as Asli in the car with the plane soaring through the sky in the background) to elevate the gravity of Copilot’s narrative without spoiling the outcome.
Emotively, this scene foreshadows the unchangeable repercussions ahead for Asil. However, deliberately, it’s the audience who become aware of the dire consequences – not the characters.
Additionally, placing this specific shot at the end of the trailer entices the audience to personally experience its conclusion; whilst driving further discussion and reach for the campaign.
An immediate tonal shift or “twist” can catch the audience off-guard, elevating their intrigue. Hitchcock’s Psycho is a prime example of shocking the audience through unexpectedness.
By shifting the trailer’s visual and audible tone, we create an ominous presence, connoting the underlying theme of troubled romance throughout Copilot. Additionally, the tonal change subverts the audience’s understanding of the film and keeps them guessing.
Splicing in diegetic audio from the film further highlights the narrative’s mystery and quickly establishes the film’s genre to the audience.
“When was the last time you saw Saeed?”, accompanied by imagery of police lurking outside, weaves a sinister tonal montage (another method Hitchcock utilised) that juxtaposes the previous lighter themes of the trailer.
The editing techniques used in our creative emphasise Copilot’s rich emotional depth whilst also withholding enough information to keep audiences engaged in the ambiguity of the film’s narrative.
Furthermore, the templated creative we formed through pre-production allowed video, audio and copy to swap out efficiently, meaning each trailer felt distinct and prevented ad blindness.