Content Strategist. Creator. Writer. Nerd.
For Mafia III, I had to recreate the spirit of a mob experience taking place in the deep south during 1968.
Leading up to the release of Mafia III, I had the idea to create a collection of research done by the in-game character, Jonathan Maguire. I worked with the writing team at Hangar 13 and created vintage postcards with hidden messages, surveillance files, redacted war documents and local news stories that gave peeks at the main story of Mafia III. All while tying to the larger campaign beats. (READ The Maguire Files)
The team loved the idea so much, they tried to find ways to incorporate my social story into the game, itself. (A lot of it was used for the special edition of the Prima Strategy Guide.)
Not only did I conceptualize the idea, I wrote all the text and directed the art production for the 70+ pieces created for the campaign.
Another key aspect was looking at the data and smartly pivoting. As we noticed a dip in the performance of the pieces in social, we made them more visual. We refocused on animated GIFs and audio clips to also help tell the story better. With that shift, organic reach jumped 200% on posts.