This is an excerpt of the full article featured in OMMA Magazine.
Talk about punching above your weight class: Campfire moves like an
agile bantamweight, dancing and jabbing, but packing a powerful wallop.
The NYC-based shop keeps itself trim – there are less than a few dozen
full-timers on board – to stay nimble.
Founding partner and executive creator director Mike Monello famously
got his start as part of the team that created (and perhaps more
importantly, marketed) the Blair Witch Project, and this beginning
has clearly informed the agency Campfire became – one known for
upending the concepts of marketing, branded entertainment and cross-media
storytelling by heavily blurring the boundaries between them.
"Campfire tends to see every channel – whether print, video or social – as a unique canvas for telling a single connected story."
Where some might see digital tools as another distribution channel or a
way to collect oceans of analytics heretofore out-of-reach, Campfire
tends to see every channel – whether print, video or social – as a unique
canvas for telling a single connected story. "The Internet gives us a
chance to make storytelling participatory," Monello says. "And to bring
people into the story and engage them in really interesting ways – and
to do that with scale."
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