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# How to use “Pull Back & Reveal” to surprise your audience
- URL: https://www.unbore.com/how-to-use-pull-back-reveal-to-surprise-your-audience/
- Published: 2026-02-28T01:31:03.000Z
- Updated: 2026-03-01T15:33:05.000Z
- Description: "Pull Back and Reveal" is a classic cinematic technique. Let’s use it to make some ads.
- Author: Shlomo Genchin
- Tags: Art Direction

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

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379169633-image.gif)

**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.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379181895-image-10.jpg)

## Step 2: Reveal

Zoom out and surprise them.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379182381-image-11.jpg)

## Step 3: Brand Message

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379182881-image-12.jpg)

## Bonus: Static

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

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379183347-image-13-1024x626.jpg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379183941-image-14-1024x626.jpg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379184432-image-15-1024x626.jpg)

## More examples

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

- [Fox Sports​](https://www.youtube.com/watch?v=KzRp1ociiNE&ref=unbore.com)
- [Elementor Hosting](https://adstransparency.google.com/advertiser/AR09166146167480778753/creative/CR08379274932986576897?region=anywhere&platform=YOUTUBE&ref=unbore.com) (Turn off your ad blocker to watch.)
- [Old Spice​](https://www.youtube.com/watch?v=Uof1ufBsQ5o&ref=unbore.com)