Stat-Spotting: A Field Guide to Identifying Dubious Data

CLIENT: University of California Press, Weldon-Owen
MONTH/YEAR: August 2008
DELIVERABLE: Animated video trailer to promote title through digital and traditional publicity campaigns.
ROLE: Copywriting, Animating, Field Sound, Editing, Distribution
CONSIDERATIONS: Trailer was to follow on the success of “Christmas” so it conformed a bit to the tone of the previous trailer.
RESULTS: Book performed as expected. Traffic and metrics were lower than we’d expected, requiring a shift in strategy for similar titles going forward.