CONTENT STRATEGIST + WRITER + PRODUCER
The Gores Group
The Gore Group is a private equity firm specializing in acquiring and partnering with businesses, leveraging their operational expertise and capital base. The company was seeking a new online makeover and required a complete overhaul of the existing content.
Working with a small team we identified the goals the company was hoping to accomplish with the new site. Because of the complex nature of their business, it was necessary to work closely with the company in order to accurately articulate their unique approach within the financial industry. After auditing and organizing content for the site (including the research and knowledge capture for several case studies) we created refreshed content that was used to populate the newly designed website.
Fox Searchlight Films
“The East” Website
Fox Searchlight was seeking to created a unique website for the film “The East” that would help to define the themes of the story about a cult that attacks corporate corruption. The challenge for any movie website is that they are visited only once and lack stickiness. Working with the team as the content strategist, I developed an idea where the user would be given a test to determine if they could “join” the East cult. At the end of the experience, Facebook images of each user would be incorporated into a unique visual profile. But the user would always fail the test and then be blocked from returning to the site, which would create interest in trying to replay the test using another device. This increased awareness and sharing of the site and helped to promote the small independent film to tech savvy audiences.
Kizashi Ring of Fire Game
As part of the global promotion for its new car, Suzuki wanted to develop a driving game that would introduce the car to a younger audience. The Kizashi Ring Of Fire Racing game was originally created as a browser game that would launch with a promotional cross-continent road trip from Tokyo to Los Angeles. Working with a small development team, I helped ideate and present the game concept to the marketing agency. I wrote all of the in-game copy that showcased the features of the car without being too overt. With the success of the online game, the company chose to port it to a mobile app and onto Facebook to help build awareness around the car.
Cisco’s Global Sales Experience (GSX)
Every year Cisco convenes a global meeting populated by their large sales force in different locations across multiple continents. To help create a unified experience and message, the company sought the help of JUXT Interactive to design and build a virtual environment that was informative and engaging. I was brought in to work with the team at JUXT to help identify and organize the key content of the experience. My first step was to conduct an extensive audit of collateral across all the business units of Cisco. This provided me background on the major product lines and I was able to generate questions for subject matter experts (SMEs). I proceeded to conduct interviews of stakeholders and SMEs in each division and captured their knowledge in summaries that I shared with the creative team. Several presentations were developed to express our approach on how the content would be represented in the experience. Finally, I created a series of content outlines, which we used to write scripts for various videos, animations and other formats that would form the multiplatform experience for the event.
Anheuser-Busch & Sony Pictures Television International
“Afterworld” Internet & mobile series and destination website
The first of its kind multi-platform series, Afterworld was an animated Sci-fi series produced by Electric Farm Entertainment in association with Anheuser-Bush’s BudTV.com and Sony Pictures Television International. The story follows the journey Russell Shoemaker, who crosses the country after an apocalyptic event wipes out technology and most of the human population. I was contracted to write and produce the series, which involved writing and rewriting 50 episodes, overseeing web content creation, directing voiceover talent, reviewing edits and helping to implement marketing strategy. The series won “Best Original Programming, Mobile” at the 2008 Mobile Excellence Awards and was nominated for a Webbie in 2008.
Sony Pictures Television International (SPTI)
“Afterworld: Global Contact” Mobile Game
Upon the success of the Afterworld Web series, Sony Pictures Television International sought to expand the franchise into video games. The first mobile game to be spawned by a multi-platform series with an established community, AFTERWORLD: GLOBAL CONTACT included an on-line component that rewarded players with exclusive web content.
I was contracted to write the scripts for all levels of the game, help conceive of game play scenarios and develop background stories for the additional web content.