I led creative strategy and content development for this socially driven product launch campaign, and in the process helped create quite a character. Max Kerning appeared in his own animated banner ads (stills shown below), YouTube videos, and microsite. As his ghostwriter for nearly two years, I also engaged with Max's followers on Facebook and Twitter. A year after the launch, Max's evil twin, Les, showed up. Together, the two appeared in videos that helped extend the initial campaign.