BUNSHINSABA 3 is not merely the third installment of a cult-favorite horror franchise; it is the project that redefined Cinematic Anticipation in the Asian market. Directed by the maestro of South Korean horror, An Bingji, and featuring an elite cast including Jiang Yiyan and Dong Zijian, the film required a marketing identity that transcended the “jump-scare” tropes of the genre.
Our mission was to engineer a Psychological Atmosphere that lived outside the film itself. By pioneering the “Semi-Plot” concept—where promotional content exists as an independent narrative—we established a new industry benchmark for high-concept film branding.
Client: Yoshow Film / An Bingji (Director)
Sector: Psychological Horror & Cinematic Marketing
Scope: Concept Previews / Promo Design / Narrative Strategy
Impact: Established the “Semi-Plot” as a Gold Standard for high-end film promotion.
Traditional horror trailers rely on spoiled plots and recycled scares. For Bunshinsaba 3, the challenge was to attract a “prestige audience”—those who value cinematography and tension over gore. We needed to create a visual identity that felt expensive, eerie, and intellectually stimulating.
We abandoned the traditional “clip-montage” trailer in favor of Independent Narrative Continuity.
Independent Plotting: We created concept previews where the storyline was entirely independent of the movie’s actual scenes.
Temperament Mapping: While the content was new, the “Temperament” (气质) was a 1:1 match with the film’s DNA. This ensured the audience was “hooked” by the vibe, not just the plot.
By combining Drama Creation techniques with Movie Advertising aesthetics, we treated the promo as a standalone short film. This involved high-contrast lighting, meticulous set design, and a focus on “The Unseen,” ensuring that the brand identity of the film was synonymous with high-art psychological tension.
The “Semi-Plot” strategy became a viral sensation, proving that “Creative Scarcity” is more powerful than “Information Overload.” Bunshinsaba 3 remains a case study in how to use independent content to build a massive, loyal theatrical audience.