Developing shorter edits of an ad that can generate similar emotional response to the longer edit
An FMCG brand wanted to understand which elements from the longer version of their ad could be used within the cut-down edits to generate a similar response.
What we did:
We analysed the facial coding response of the longer edit and integrated them with survey findings to understand the emotional journey that viewers go through
We looked at the phasing of the overall story and found that some scenes within the longer edit were superfluous to the overall narrative arc of the execution. By integrating this insight with survey findings, we made recommendations on creating an effective cut down edit.
The client implemented our recommendations to create the new cut-down edit that generated a similar positive response and impact as the longer version.