As a new entrant into an agency culture so well established (hello Mad Men), how can Leo Burnett New York launch itself? By giving native New Yorkers the chance to tell the story of their city and tap into the hearts, minds, guts and grit of the characters who inhabit one of the most electrifying and fascinating places on earth. New York Writes Itself provides a forum for New Yorkers to share the real lives and everyday experiences of the people who hail from the city that never sleeps.
My contribution was to bring a solution to production quickly and make it dead simple to participate and consume the content. Using WordPress as a backbone, user stories (rather than volumes of specs) and rapid prototyping with Axure
, we released ahead of schedule. The success of the project led to a partnership with the Village Voice
and presented the agency as a major force in a new market.