The “Pull Back and Reveal” Technique

2 min | Storytelling

“Pull Back and Reveal” is a classic cinematic technique.

An example of “Pull Back and Reveal” from ​What About Bob​.

Now, let’s use this technique to make some ads for ExpressVPN.

I’ll base them on the “Fake Plane Challenge” trend.

Step 1: Close-Up

Limit the view to make the audience assume what’s happening.

Step 2: Reveal

Zoom out and surprise them.

Step 3: Brand Message

Bonus: Static

Pull Back and Reveal works for static ads, too.
We just need the right visual hierarchy:

More examples

Here are some fun “Pull Back and Reveal” ads:

In this recipe

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