Look Who it Was Random video

AFI Digital Content Lab 2008: HOOKING UP

750 views · Published 27 June 2009 · 4:37 · Indexed 20 September 2026

Channel: American Film Institute · 2009 · Science & Technology

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AFI Digital Content Lab mentors Fran Shea and Danila Koverman give an overview of the parallel storyline created to accompany the HBOlab/ Runawaybox broadband series HOOKING UP.

Project Description:
HBOlab was charged with creating new broadband fiction series that could attract large online audiences and that could potentially migrate to cable programming. Working under the name Runawaybox.com, HBOlab had produced several successful series. The challenge HBOlab brought to the Lab was how to best promote broadband series across a spectrum of social network environments. Runawaybox was about to film the series "Hooking Up," a fictional look at how college students communicate both in person and online. The primary actors, Jessica Rose (LonelyGirl15), Phil DeFranco, (sxephil), and Kevin Wu (KevJumba), had the advantage of being stars of their own ongoing YouTube series. To help build audience and intrigue, the HBOlab/AFI team created a parallel narrative that took place across several social network environments and that built on a dark side of the storyline. Team members included individuals from HBOlab/Runawaybox, Zugara Design, Yahoo! Video, Crowd Factory, Dreamsocket, and Brian Seth Hurst.

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