Mike Monello
Mike Monello: Co-Founder & Creative Director, Campfire
Somewhere around 1992, Mike discovered Usenet and Email at his University’s computer lab. Fascinated with the possibilities offered by the web, he incorporated it in his work as marketing director for The Florida Film Festival and Enzian Theatre. Using the power of online narrative advertising, he drove business for the burgeoning film festival, today cited as one of the top 10 in the country. In 1998, Mike joined his film school friends to form Haxan Films and co-produce “The Blair Witch Project”. Rather than just make a movie, they created an integrated, interactive experience, developing a community around the film’s mythology. This resulted in a pop-culture phenomenon and over $240 million in world-wide box-office sales. The Blair Witch universe included the film, a one-hour television “documentary”, a book, a comic book series, posters, three video games, and a soundtrack. Much more excited by this kind of marketing entertainment than the typical feature film production chores, Mike eventually co-founded Campfire with Steve Wax and Gregg Hale, using his experience in online narrative and trans-media marketing to create immersive, community-building campaigns for top global and national brands.
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