Designing a community-driven content ecosystem and universe for the future of a film franchise.
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Led CX Strategy for the redesign of James Cameron's Avatar.com brand hub website experience and established a cohesive "in-universe" ecosystem strategy to unify and connect disparate franchise touch points through a single narrative storyline.
Collaborated with executive Creative and Production leadership team members to lead and oversee the end-to-end strategic planning, design and visioning process. To achieve our objectives we conducted an in-depth data-driven assessment of the customer experience, culture and brand ecosystem. Based on the insights gathered from our primary and secondary research, we designed a new in-universe digital ecosystem and community content engine to provide a foundation for launching new Avatar experiences including theme park experiences, films and other exclusives.
We worked hand-in-hand with the lead writers for the Avatar franchise to craft an extension of the existing film narrative to set the stage and stoke excitement for upcoming films. Ultimately, we successfully delivered a holistic web and media ecosystem strategy, design system and content framework to support the future expansion and success of the Avatar franchise.
