Project Background

While at Grey NY in 2007, Oscar lead the creation of the Captain Morgan Posewood website, part of the traditional broadcast campaign. The idea was to setup an experience where fans of Captain Morgan would be able to participate in a national contest, called the Captain Morgan Pose-off. The campaign was one of the first to user generated content for engagement. The website had a CMS that allowed administrators to filter and approve content before publishing it online. The story revolved around a training facility called Posewood, where star "posers" would go train and perfect their pose.