Each of my campaigns, including those that I either design, produce or deploy, has three beginning points:
1) the communication needs
2) the participant
3) the space

Clearly, each communication need, whether branding, marketing, sales, informative, artistic or human development will draw on different technologies and techniques to meet its audience, the participant in the broadest sense, whom can take the form as fan, customer or client.

The larger question is in what space the communication and audience interact. What are the right questions to ask seeking the targeted group of people. Is it a digital space? Is it a physical space? Is it a space that has two halves, one digital and one physical? Is it a social media space where each participant comes together as lone role-players rehashed through digital interactivity or, in fact, one in which a group of individuals are connected in a live-event social media experiment where they create social media, socially?

Pinhole from Cortlan McManus on Vimeo.

I begin the process of imagining the participant in the "space," either the 3d physical space of sights, sounds and smells or the digital space of flowcharts and interactive non-linear narratives controlled by the parameters of the architecture and the input of the user. After learning of how the participant will be embedded within the media communication, deep ethnographic research is conducted to ensure a full-term experience. And then its off to the races through the quick dissemination and delivery of the digital or social environment and the interaction of the participants. The offer is delivered, the message is understood.

My integrated communications can be found through social media campaigns, information design, 3d virtual worlds, physical space flows, or installations that bridge the physical and digital worlds.

Be sure to check out some case studies that offer a deeper appreciation of the above thoughts in action.