Fry Deconstructed



photo1, originally uploaded by Flo Heiss.

You know it happens sometimes when the stars align, and when the lovely people at Penguin asked us to create an app for @stephenfry’s upcoming novel “The Fry Chronicles”, boy did they align. Personally having devoured “Moab is My Washpot” and being a Fryophile all round, this was as close as it gets to finding a giant squid.

The app deconstructs Stephen’s novel into chunks that can be searched using tags such as Fryisms, Hugh Laure etc. You dip in and out of it at your leisure if you need a Fry fix.

From a Dare perspective it was a shining example of how to run a digitally driven marketing project. Tech (@admathews and his amazing team) worked with IA (@smorgasbord) and IA with creative (@smirkey @babybaigues) and creative with the client (@jeremyet) and the artist behind the concept (@stefpos) with the account management driven by a fabulous @_seth held it all together not to forget the initial intro by Liza (@lizawostmann) and the man himself for his enthusiasm throughout and an unforgettable creds preso by Perry “Priceless” Price (@perrynow) it all just so fell into place.

And you know why? Because everybody gave a shit.

I will try to keep that spirit for every project from now on. Wish me luck.

Get the app here.

Thanks. Sorry. Thanks

The pictures are of a very loved manuscript I went through with a felt-tip to tag.

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4 thoughts on “Fry Deconstructed

  1. Pingback: helenium: RT @Floheiss a… | Planner Collective Tweet Farm

  2. Pingback: “A wholly original kind of app”: The Information Architecture Behind myFry « smörgåsbord

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