To help celebrate its 65th year, Melbourne International Film Festival partnered with advertising agency McCann to get filmgoers to share, via social media, their memories of MIFF films that have stayed with them over the years.
Keith Gove’s memory of Takashi Miike thriller Audition was chosen from among the hundreds of responses to be recreated on film.
The scene that was shot was directed, styled, and edited to match Gove’s memory of the film he watched at MIFF, once, 16 years ago.
With no previous filmmaking experience, Gove worked alongside established director Stephen McCallum to learn about the process of film production, and bring his completely remembered remake to life.
The resulting film forms the focal point of the MIFF campaign; ‘films that stay with you’.
McCann Melbourne Executive Creative Director Matt Lawson said: “Keith Gove was a godsend. Not only did he produce a stellar performance, having never acted before, he was also not put off when we asked him to direct for the first time, from memory, and play every role. With brilliant director Stephen McCallum’s two-week master class in film, and a steady guiding hand, he produced something truly unoriginal.”
“As a boy from Frankston, MIFF was always my window to another world. For me the challenge was trying to pull the pieces of my memory together, so long after seeing the film. I’m just hopeful I haven’t ruined the memory of Takashi’s masterpiece for others,” said Gove.
In addition to the online film, the campaign includes cinema, out-of-home, a movie trailer and social media.
McCann partnered with production company Airbag for the campaign.