The Worldwide Short Film Festival showcases the best short films from around the world. However, with an endless supply of free online content, it’s becoming increasingly difficult to convince people to pay to attend the festival when they can stay home and be entertained for free. So this year we developed a campaign to remind our audience what they’re paying for, quality. After researching types of videos circulating online, we came to the conclusion that anyone can upload but few can direct. To demonstrate this we took the world’s most popular viral video and asked three short film directors to re-imagine it in three strategic genres, a zombie horror, a musical and dark comedy.The result of the campaign made it clear consumers agreed that anyone can upload, few can direct.