CITY OF MELBOURNE
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HYPNOSIS PROJECT
BACKGROUND
This ill-fated project was one of the most interesting I've been involved in.
This video is a sliver of what was planned. The project was nixed before we were able to edit the 160-odd hrs of footage into the dozens of pieces of content originally planned.
INSIGHT
Melburnians take their city for granted and forget it's constantly evolving.
To counter this apathy, we hypnotised a group of Melbourne locals, completely removing all preconceptions and expectations about the city.
They were given a chance to see Melbourne with fresh eyes.
EXECUTION
We engaged a world-leading hypnotist and undertook an extensive production, documenting the entire process. Finally we took the participants into the city to see it through fresh eyes, each on a bespoke journey of the freshest experiences in Melbourne.
Throughout the process, any skepticism I had about hypnosis quickly fell away. Hypnosis is a practice that's capable of getting a person through extensive surgery without anaesthetic.
POST MORTEM
Unfortunately, former Lord Mayor, Richard Doyle wasn't quite as willing to embrace hypnosis as the agency or the rest of the City of Melbourne.
End of story. Literally.