Doghouse - Extreme Earned Media
I was both Writer and CD on this project. I wrote these films for JCPenney, which was a study in earned media beyond anything we could have imagined. We won a Cannes Lion and tens of millions of people around the world passed the content around and participated in the many “courtroom” social experiences we made around it as well. Written up in NYT, WSJ, Drum, and more. Adweek Viral Campaign of the Year.