How it worked: People walked into a 43- by 60-foot exhibit space equipped with studio cameras, green screens, and professional directors. Guests first entered a small photo studio to have their picture taken for a customized movie poster. Then they entered the movie studio where they sat in a Nissan Patrol and followed cues from the directors who shot the scenes using robotic cameras. Within minutes of exiting the exhibit, they received an email with a high-res image of their movie poster and YouTube and download links to their minute-long trailer.

My role: I worked with TBWA's DAN (Digital Arts Network) team to concept the experience and write the script for this secret agent-style trailer. We needed a story that people would want to share with their friends. And people did using the hashtag #IAmAgent23! We got over 5 million social media impressions. Scroll down to see tweets from a few of the Agent 23's.

Agency: TBWA\Chiat\Day New York
Creative Director (Art): Martin Mohr
Creative Director (Copy): Michelle Spivak
Art Director: Michael Malz
Associate Art Director: Tanya Zhang
Associate Copywriter: Chris Villanueva