What I did: Concept, Story, and Writing
When Xbox first introduced Kinect, the good folks in marketing wanted to be sure that key media mavens were evangelizing the product to their audiences to buy, buy, buy.
I worked alongside a creative director and art director to conceptualize a double-punch campaign that delivered the good news of hands-free gaming to the media.
Called Mystery on Monotony Lane, our campaign first featured a printed mailer in the form of an illustrated golden book (complete with the gold foil spine). The book weaves a spellbinding tale (which I wrote) of a boring neighborhood that is transformed by a mysterious new family that moves in down the road. The story finishes in classic cliffhanger fashion: to discover the mystery behind the new family, you must visit a website (the second act of our campaign).
The interactive website featured a narrated, choose-your-own adventure plot (which I wrote) that visited each house in the neighborhood to find clues towards solving the mystery. At each stop, a particular game or feature of Kinect is revealed, which then leads the user to conclude that purchasing an Xbox 360 + Kinect is not only a neighborhood changer, it's a game changer.
Done at Parliament in Portland.