Emerging Tech
When the team decided a campaign was the right fit for emerging tech, I was a key part of the team that determined the “what” – what kind of project and what is the narrative execution of it.
Prep for these projects involved creating full lists of scans of props and costumes, set visits to oversee capture, or highlighting narrative beats that would fit into the experience.
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A large part of this work was about collaboration with the Tech and Design, Strategy, and Project Management teams to execute a memorable experience. Reviewing pitches, copy, and tech testing, and providing clear direction and feedback are all important elements of this line of work.
AR APP
My Daemon
Ahead of His Dark Materials’ second season, HBO wanted to expand the story world of the franchise with an immersive experience that could re-engage Season 1 viewers while building anticipation for, and eventually taking them further inside, Season 2. When the COVID-19 pandemic made in-person activations and fan events impossible to execute, HBO and Framestore set out to create an accessible interactive experience fans could enjoy safely from home.
CUSTOM AR FILTERS
Watchmen
At our company, we strive to provide our clients with cutting-edge digital marketing solutions that drive results. Our Watchmen AR filters are just one example of the unique, innovative approaches we take to connect with audiences and create engaging experiences.
The Old World Meets New
See how we brought the worlds of Game of Thrones and House of the Dragon to life with this Emmy-nominated VR experience and immersive dragon app.
Social
My work in the social space falls into two categories: content creation and social profile oversight.
Content creation required an understanding of best practices for different social platforms, thinking through cutdowns of longer form pieces, promotion of websites, as well as unique social-specific assets that would appeal to that platform's fanbase. It also meant partnership with the Brand team in the creation of assets that used the Brand "tone" while in line with the campaign's strategy and the show's unique details.
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Profile oversight included community management, and required careful review of assets and copy created by agencies or internal groups, which can be inclusive of day-to-day releases as well as stunts.
Brand Video
Here are some favorite examples that allowed HBO followers to get to know new talent and connect to a new show.
House of the Dragon: Get to Know Me
The Nevers: Never Have I Ever
Social Profiles
Oversight of social profiles could range from working in concert with internal teams on assets and copy, or reviewing the work of an agency.
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The social space so frequently changes it also requires the ability to shift as best-practices change. To the left, a look at the grid-concept created for Watchmen. Below, a link to the Girls Tumblr, one of the first social platforms I created content for, and an example of how much has changed in the marketing landscape.
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Episode Teasers
Teasing upcoming episodes can offer fun opportunities to think outside the box. Knowing His Dark Materials had an enthusiastic fanbase from its source material, I conceived of these short videos that begin with voiceover from author Philip Pullman's audiobooks, then merged into a clip from the upcoming episode. Readers were excited to know that a favorite scene was coming, and non-readers were intrigued to tune-in by this glimpse of what was to come.
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Below, an example from comedy Vice Principals. I wrote copy that related to themes and situations explored in future episodes, then actor Danny McBride recorded it with his own spin. Our internal design team created these amazing animations to pair with the VO and the assets were released week-to-week.
Influencer Content
Oftentimes to promote a title we might partner with an influencer or specific talent to create special assets. To the left, find videos used to promote documentary Love to Love You, Donna Summer released on premiere day.
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Below, a video capturing the Venice Beach mural by artist Kiptoe. The mural drew eyes in person, of course, but the social capture gave the promotion even further reach. My team reviewed the mural design, as well as the final video cut before both were finalized.