BRANDED CONTENT CAMPAIGN
Expo 2017 Astana
The world's fair was hosted for the first time by a Central Asian country, Kazakhstan, in 2017. The Expo in Astana adopted the theme: Future Energy. Working with the team at CNN Create, I crafted the digital editorial content offering, collaborating with the social media producer and lead creative producer on bridging video and written content that was inviting, fresh and on-message. This is a featured case study on the CNN International Commercial website launched in 2018.
Over the course of the six-month campaign, I produced content for eight web pages which lived on the CNN ad feature hub and on their own distinct Expo 2017 Astana mini-site. I also conducted on-the-spot interviews at the event in Kazakhstan with international leaders from organizations such as the UN and governments such as UAE, for videos produced by my colleagues, also published on the aforementioned hub.
The varied content presented in a digital magazine-inspired format was classified under the overarching theme: Energy. Targeting different demo groups and event attendees (from established business leaders to young art, design and music enthusiasts), the pieces collectively positioned Kazakhstan and its capital among major global economies, promoting the renewable energy revolution through lifestyle and business.