Philosophy
Reverse engineer the commercial.
Utilize multiple mediums to tell one cohesive story.
In sum: marry viable story to products, ensuring content value, heightening engagement.
Work
2 Buck Chuck
Doritos
Hulu - study 2009

Hulu users would prefer watching one 2 minute commercial instead of four 30 second ones during 22 minute TV shows, the company told AdAge:

  • 88% of Hulu viewers are opting to view a two-minute advertisement in exchange for no ads during the rest of the show.
  • Advertisers buying long-form ads on Hulu include Columbia TriStar, American Express, Hyatt, Paramount Pictures, Sprint and Capital One.
More info
Doritos Backstage Images (click to enlarge)