About Us

Campfire was born from our passion for storytelling.

Yes, our founders made The Blair Witch Project. But if you think it was just a movie, you’d be mistaken. It was a tale that evolved in the press and online and through genre fans and dozens of other little experiences to create an experience much larger than any single film could contain. The movie was just the centerpiece in a complex series of encounters. Legends were seeded. Stories evolved. Advocacy grew. And the film became a sensation before it ever reached a single theater.

This transmedia approach to telling stories across multiple channels and media was a new way to create and manage a brand launch. Since this lofty beginning, we’ve applied these principles to generate unprecedented buzz and engagement for dozens of companies.


Jeremiah Rosen

Partner & President

Jeremiah joined Campfire in 2006 to run the agency's client services group and lead new business. He has had an active role in all of Campfire's projects since he came aboard. Prior to Campfire, Jeremiah developed the U.S. operation of Paris-based startup Center.com into a powerful revenue engine. Previously, he worked at Wieden + Kennedy on the Coca-Cola and Nike accounts, and also spent time at DCODE, Deutsch and N.W. Ayer & Partners. Jeremiah received his Master's of Communications from Syracuse University's heralded Newhouse School, where he contributed to John Phillip Jones' book "The Advertising Business." He also earned a J.D. from Syracuse's College of Law.

Mike Monello

Partner & Chief Creative Officer

Mike has been intimately involved in the creative development of every project that has come through Campfire's doors. From Beta-7 to Frenzied Waters, he's led work that has been awarded top honors at the One Show, Clio, Mixx, ad:Tech, and Addy awards. A vocal force in the world of transmedia storytelling, Mike has spoken at many prestigious events, including Futures of Entertainment at M.I.T. and leading panels at SXSW Interactive.

Prior to co-founding Campfire, Mike was a co-creator of The Blair Witch Project – a movie that changed the way marketers approached the Internet. Before that, he worked at the Florida Film Festival for five years, where he did everything from selling tickets to acting as program director. Mike graduated from the University of Central Florida with a BA in Motion Picture Technology.

Jason Sutterfield

Partner & Chief Operating Officer

Jason oversees all daily agency operations, including production, human resources, partnerships, staffing, processes and infrastructure of the agency. Jason joined Campfire in 2010 and has led the production of some of the agency’s most recent notable client campaigns, including the multi-sensory fan engagement campaign for HBO’s Game of Thrones. Prior to joining Campfire, Jason was executive producer at The Barbarian Group in New York. Jason has also served as director of technology and production at The Martin Agency in Richmond, Virginia.

Steve Coulson

Partner & Creative Director

Steve was one of the original partners in The Advance Guard and now guides creative development for comprehensive transmedia and social experiences for the agency. His 14 years of experience in new media marketing includes work for Sony Entertainment, HBO, Discovery Channel, Harley-Davidson, American Eagle and Coca-Cola.

Steve Wax


Steve's fascination with storytelling and technology led him to The Blair Witch Project filmmakers via Sundance in 1999. Steve started out as a filmmaker, co-founding the (now-famous) San Francisco film collective "Cine Manifest" after graduating from UCLA. One of their first films, Northern Lights, won the Camera D'or at Cannes in 1979. After seven years, Cine Manifest came to an end, but Steve continued developing and producing his own independent features, including The Little Sister, Unmade Beds and the Academy Award nominated Killing Joe. During this time, Steve founded Chelsea Pictures, where he worked with many of his feature director friends to create intimate :30 second stories for brands. Steve is also Chairman of the Board at the experimental arts space Issue Project Room.

Gregg Hale


Gregg worked as a set dresser and prop man on feature films and TV shows for ten years before producing The Blair Witch Project in 1999. His work on that film earned him the Nova Award as "Outstanding New Producer" from the Producer's Guild of America. He created the television series Freakylinks for Fox Television and was the main creative on the show's website, which is still one of the most extensive works of "e-fiction" ever presented on the internet.

Gregg’s work at Campfire includes some of the agency’s highest profile projects including Audi – The Art of the Heist and the first season of True Blood. He has directed a number of national television commercials and his first feature film, Say Yes Quickly, played in film festivals nationwide in 2005, winning Best Feature at the Indie Memphis festival. Most recently, Gregg executive produced Exists, a horror/action film about the legendary Bigfoot and co-directed a segment in the 2013 Sundance hit, V/H/S 2.