Local Theory’s campaign for Nokia’s sponsorship of the Young Lions Film Competition at Cannes Lions 2007 was built around an integrated concept of documenting the competition (in which teams of creatives had 48 hours to shoot a brief with only the Nokia Nseries smartphone) through online content, print-mobile activation, over 90 viral web/mobisodes, and a 30-minute branded MTV special, “Short Film Shootout: Cannes,” which aired in more than 150 countries.

As Senior Copy Writer for this branded content campaign, I conceived the main titles for the MTV special, and wrote the copy for the Nokia site, which included online bios and interactive mobile narratives. This content was integrated into an on-site, mobile-active, 80-foot installation and print ads that led viewers into mobile content about the teams and the phones on which they were shooting.