At AvatarLabs I was the Technical Lead for all Mattel properties. This involved many complex rich ad builds that went beyond the standard EPK content used for film releases. Often ads, such as this example from Mattel’s EVER AFTER HIGH, needed several alternate methods of navigation, interesting animation, multiple panels of information and video content for more than one character. This example from the Royal or Rebel campaign shows an ad that required forethought for metric tracking as the ad content was released in two phases. The first teased the “Royals” and the “Rebels” present at Ever After High. After the season was released the ads then expanded to include all major characters and videos and bios for each.