David Fasullo
Creative Director  |  Art. Technology. Story.

Feature length documentary
To foster relevance with a wider development community, IBM looked to showcase coders using their skills to aid natural disaster first responders. Partnering with Media.Monks, the brief was to tell this story in a documentary format.

I created the original treatment, titled “Lightening in a Bottle,” that told the story of three hackathon teams speaking to scientists and testing their ideas at disaster research facilities around the United States. I then worked with the team across three continents to guide the evolving concept to completion. 

The final award-winning film centred around three developers using their projects to help save lives in the aftermath of real-world natural disasters, and demonstrated how powerful storytelling can merge content with strategic marketing.

Global site architecture, design and content
After a global brand refresh, GE needed to update their website and content strategy. I lead Media.Monks incredible design and UX teams in this complete overhaul of the .com, including a completely new content area.

After the first few design/ux sprints resulted in a thrilled client team, an auxiliary brief challenged us to increase return traffic, reduce bounce rates and boost email lead generation. The “Industry Brief” was pitched as the solution to these challenges: An area of the site curated with the latest news relevant to each of the industries GE services.

The resulting section was a collaboration of Media.Monks writers and IBM researchers, and spearheaded the in-house editorial processes that continues to fuel this section.

Stadium VR 4D installation
For the new branded stadium in Atlanta, Mercedes-Benz asked Media.Monks to propose a permanent AMG installation for visitors. Our winning pitch resulted from a product story that imagined AMG through the lens of what a professional driver experiences when test driving this performance tuned model. 

I designed the race track based on famous bends and breakouts around the U.S. Then, stylized see through models and slow motion were used to bring the story to life, taking “Pro Sense” from a mere pitch title to the language used to describe the experience to visitors.

I was especially thrilled to hear Jon Hamm, perform1,2 my narration script--an out-of-body experience for me--resulting in a full sensory experience for stadium visitors.

1. We were not allowed to direct Mr. Hamm. 
2. He needed no direction.