Guilty’s Edwin McGill shoots ‘haunted’ spot for Melbourne Writers Festival via JWT Melbourne

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Screen Shot 2014-07-25 at 8.02.57 am.jpgGuilty’s Edwin McGill has recently directed a new spot ‘The Haunted House’ via JWT Melbourne, to promote the new Twists & Turns app, part of the Melbourne Writers Festival.

Written with a dark air of gothic humour ‘The Haunted House’ presents a tactless lawyer with news that a medium-to-highly haunted mansion has been left to father and daughter by an unknown great-aunt. The concept plays on the classic haunted house story archetype with subtle, off-beat performance based comedy.

Says McGill: “It was a lot of fun working on this with the JWT creative team (ECD Richard Muntz and creatives Gabriel Woodmansey & Jono Aidney) for the Melbourne Writers Festival. Supporting writers is something I truly believe in. After all, it would be a pretty dull world without them.”

Twists & Turns is not only an interactive app, which uses the location of user and the streets of Melbourne as part of the literary experience, it also ingeniously allows you the viewer to actually choose the direction in which the ‘The Haunted House’ story develops.

 

Twists & Turns will be available mid-August to download.

Richard Muntz, executive creative director of JWT Melbourne, said that while Melbourne Writers Festival already has a loyal following among literary devotees, it was important to broaden its appeal and showcase the Festival as a destination for everyone.

 

Says Muntz: “Melbourne Writers Festival is not an age or lifestyle thing; it’s about human curiosity and it’s for readers, writers and thinkers.

“This year’s creative strategy takes storytelling to a new level and is aimed at people of all ages, from students to professionals, families, the young and the old; everyone with a curious mind.

 

“Through the art of storytelling, we are showing just how much there is to the Festival and have stayed true to the Festival’s celebratory, fun-filled and colourful spirit.”

Want to choose your own ending to ‘The Haunted House’? go to www.mwf.com.au/twistsandturns/.

Richard Muntz – Executive Creative Director

Gabe Woodmansey – Art Director

Jono Aidney – Copywriter

Andy Segal – Copywriter

Chris Hince – Art Director

Kellie Lennon – Client Service Director

Nikia Shepherd – Senior Account Manager

Bill Louloudakis – Digital Producer

Ander Hernando – Digital Designer

Eyvonne Carfora – TV Producer

Sherry Harvey – TV Producer

Miryana Velanyovski – Print Producer

Leena Van Deventer – Branching Narratives Expert

Tactify – App Developers

Production Company: Guilty Content

Director: Edwin McGill

Producer: Jason Byrne

Casting Agent: Chameleon Casting

Sound Production: Risk Sound

Post Production: The Butchery and Refinery