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Every Journey needs a Journal

Something I worked on has finally seen the light of day. Every Journey needs a Journal is a new campaign for the Wall Street Journal that shows the paths celebrities lives have taken, and how people you might not consider to be WSJ reader value it to guide them on that journey.

I can't take any credit for the idea itself, which was originated at ad agency Mcgarry Bowen. But I and the team at T3 (my last job) really pushed the client to think beyond just an "ad and microsite" strategy, to include behind the scenes video content that you could not only watch on the site, but download to your iPod and embed on your blog (as you can see above). One little innovation we came up with was to include a navigation bar into the video embeds, so that when you roll over it, you can navigate directly into another celebrity's story (crossing fingers, hope it works for you). You can also submit your own journey to be a part of the next phase of the campaign.

Of course, there could have been RSS feeds and comments sections, and trackbacks, and a bit more control over skipping flash animations and - well, a whole host of things that a web 2.0 guy like myself would have liked to include. But babysteps, people, babysteps.

Above all for me, it was pretty cool to get on set and meet a lot of these celebrities, as I ended up shooting most of the videos myself with a handheld High Definition camcorder.

Props to Art Director Francesco Bertocci, video editor Robin Moore, Mark Musto from Mcgarry Bowen, and the whole team at T-3 on getting this thing live

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1 Comment

Very nice!

said William on February 6, 2007 12:43 PM.
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