Who doesn’t love a twist – and this one in the promo for the recent Whistler Film Festival is an absolute belter. The festival prides itself on telling unexpected and unusual stories, so Dare’s Vancouver team created this magnificent video to reflect that mission. The pay-off at the end works only because the build-up is so flawlessly constructed, but even so the princess’s final scene steals the show. Fabulous fun, memorable and effective – we LOVE it.
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.