While I was at DC interact we were asked to develop a Penguin online catalogue to replace their paper bound book catalogue that they sent to the trade. The paper editions were expensive operation because the content changed more frequently these days and digital provided an ideal solution. The problem was that this was the book trade the last bastion of paper against the tide of digital and acceptance and uptake was not going to be a digital walk in the park. So I came up with the story of ‘the’, an online/offline promotion that used an imaginative story about a word in the the book world that learns to turn her back on the traditional world of print and embrace the world of digital medium. It was to be animated online, accompanied by printed mailer to appease the traditionalists, while at the same time demonstrate that online has as much of an experience to add to a story as printed media. Sadly due to budgets and timing it never got developed; an interesting concept nonetheless.
Tags: animation script, books, creative director, creative writing, digital story, kelvin tillinghast, online catalogue, penguin books, sentences, story, the, words, writer
