It was lights, camera, action for Black Diamond Cheestrings when they ran their Cheesy's Movie Madness contest. Running 16 weeks, this promotion consisted of a microsite, six games, and a social media strategy to engage Facebook fans. Since movies are one of my passions, this was a project I dove right into and thoroughly enjoyed. While the target age is early to mid teens, stats indicated that many of the users were actually in their 30's, so the challenge was to engage a wide range of ages. I tackled this with humour and references that cinephiles and the older crowd might get, but wouldn't alienate the other. This was my first assignment in an ad agency, and my first time writing for video games - and it's remained one of my favourite assignments.