A good example of an end-to-end interactive solution that was pooled out of an existing broadcast campaign.

Deutsch contacted us to create the interactive work for their Old Navy 2004 Back to School campaign. They had a clever concept and were shooting a series of commercials to run mid-summer spoofing 1970’s horror movies.

The theme was: “You may be having fun now, but school is CLOSER THAN YOU THINK!”

We created an online app that let users create their own horror movies starring cartoon characters from the commercials, wearing clothes from Old Navy’s back to school line. Users could choose their character, clothing, a villain, backgrounds (swamp, graveyard, etc), add a spooky soundtrack and then design a horror title and email it to their friends.

In addition to the horror movie generator the site had downloadable ringtones of b-movie screams, a “Scream-o-meter” where the site would record users’ screams and rank them  against other users, and an “easter egg” where users could type their name and have it spelled out it dripping blood. This could be emailed to friends as well.

I developed most of the initial creative interactive concepts and packaged them for the agency and client, serving as key point of contact. I managed those relationships, built up the team and oversaw all aspects of production and developed post-launch strategy and drivers.

The site ran from July 2004 through Halloween 2004. The client had planned to put the account into review but based on the success of the campaign instead renewed with Deutsch.