Scott Smith’s photographs speak for themselves. But to help generate new business, Scott also wanted to tell a story about what it’s like to work with him—his sense of humor, his understanding of the industry, and his interest in making it all fun.

So we turned Scott into a superhero: the star of his own interactive video game. At once a viral marketing tool and a thoroughly unconventional way to illustrate Scott’s vision, originality, and sense of humor, the game lets players experience the daily challenges faced by a world-class photographer like Scott, and created both buzz and brand recognition as it zipped around the web, forwarded along with “you’ve gotta check this out” glee.

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