Interactive Video
Interactive Video
From 2019-2021, I served as Creative Director for BuzzFeed's multimillion-dollar partnership with Eko, an interactive video technology company. I oversaw creative strategy across the full production lifecycle, including concepting, scripting, production, post-production, and distribution, for dozens of interactive episodes that turned viewers into active participants.
Working with incredible production partners including Hatchback Productions and Butcher Bird Studios, we created choose-your-own-adventure experiences that blended BuzzFeed's editorial sensibility with cutting-edge interactive technology.
The Challenge
Interactive video was still emerging as a format. The challenge wasn't just making good content that fit the BuzzFeed ethos, it was figuring out how to make interactivity feel natural, not gimmicky. Each episode required:
Creative concepts that benefited from interactivity with satisfying choices and results
Technical execution across complex branching narratives (each video is like producing 12+ videos)
Production workflows that accommodated multiple storyline paths
Taking the best of BuzzFeed, including internal creators/franchises, and adapting what works to an entirely new user experience and format
Results
Editorial Performance:
Episodes achieved 61% average completion rate (significantly higher than standard video)
Drove millions of engagements across BuzzFeed properties
Several episodes went viral, trending on Twitter and generating social conversation beyond views
Branded Content Success:
Branded interactive videos delivered 200M+ impressions
18% completion rate for branded content (nearly 3x BuzzFeed's standard branded video average of 7%)
Proved interactive format could deliver brand value while maintaining audience engagement
Quizzes
Only Gen Z-ers Can Make It Through A Day At This Interactive High School
We tapped directly into the zeitgeist with this extremely silly game quizzing if you know enough slang, memes, and trends to make it through a day of "modern" high school. The episode spent a day trending on Twitter as hundreds of 30-somethings were moved to share that they were classified as a "teen."
The response to this cheeky quiz was above and beyond. Honestly, we didn’t expect the over-the-moon reaction we got from viewers of this video, many of whom fell in love with the Perfect Man they were assigned, and then urgently tagged their friends to build their own personal hunk.
Food
Make It Fancy was one of BuzzFeed's most popular franchises, starring the effervescent Rie McClenny. For this special episode, we worked closely with her and her team to create an experience that let viewers cook poutine alongside Rie. The fans were obsessed!
A delicious and beautifully shot quiz that taps into the ASMR cooking trend, but interactive. Choose between building your ideal brownie recipe or your perfect mac 'n' cheese. Personally, I want to eat all of them.
Parenting
Inspired by one of the most popular Playfull videos, this mobile-first interactive tool teaches you simple sign language words in a variety of baby-friendly categories.
Parents could customize learning based on what was most relevant to their family, making it a tool they'd return to repeatedly.
Also inspired by a Playfull video, this simple quiz offers parents a variety of DIY craft ideas for kids of all ages that'll liven up the dullest of days. With the chance to choose between age groups, messiness levels, and DIY skills, there's something cool for every kid (and parent!).
Solved a real problem (bored kids) with personalized solutions. The filters (age, mess level, skill) made recommendations feel tailored, not generic. High utility drove repeat engagement.