Jeanbart

Lost Records: Welcome to Velvet Cove

DON'T NOD needed to keep its audience emotionally invested during the eight-week gap between the two halves of Lost Records, without losing the momentum created by the first.

Rather than filling that gap with a countdown page, I set the creative vision and led the team behind Velvet Cove, an extension of the game's universe designed to keep the story alive between releases.

The experience followed Erin, a young woman who discovers her late mother's old computer and turns to the community for help uncovering what's inside. That collective investigation led players to MoviePalaceOnline.com, a mid-90s web relic, and into Discord, where the world continued to unfold in real time. Each week, the community helped Erin decode corrupted files, unravel new mysteries and interact with characters like CyberBob, an IT guy who answered players' emails without ever breaking character.

FolloWars

Amazon Ads wanted a Twitch-native format built around the audience, rather than adding interaction on top of a traditional stream.

I was part of the founding team behind FolloWars from its initial conception, shaping the creative concept and game design. Two streamers become rival generals while their communities enlist as armies of fifty, with each viewer taking control of a unit and fighting live on the battlefield.

The format was later adapted with Apartments.com for Apartminternet, a branded edition that turned the concept into its own campaign world.

Nicolas Laloux: Gentleman Bohème

Nicolas Laloux had become an unexpected favorite among a younger generation of Quebec wine drinkers. The opportunity was to turn that affinity into something bigger than the product itself.

We leaned into the culture already forming around the brand and brought Gentleman Bohème, the cyclist living on its label, to life. He became a real Instagram character with his own voice, personality and world, giving us a platform for content, merch and activations that could make the brand feel culturally relevant to a new generation without pretending to be something it wasn't.

That world eventually escaped the feed. When the Gentleman lost his bicycle, the community was sent across Montreal parks to find it, turning a social character into a real-world hunt people could take part in.

The work reached 8.8 million people. Three fans went as far as getting the Gentleman tattooed. Five years later, the identity and character-driven direction introduced around him are still recognizable in the brand today.