The Melbourne International Film Festival shows films for a broad audience.

Not just film nerds, movie buffs and cinephiles.

So, instead of writing film reviews that would live and die in the Arts & Culture section, we created the most Melbourne reviews we could imagine.

Basically, it was reverse engineered to be plastered across TimeOut and Broadsheet.

And it worked.

Note: the film reviews may have been “unwritten”, but there was a sh*t ton of campaign collateral that did need writing…