I worked at Cinco as the lead writer on the Microsoft Kin phone release. Distilling previous brand ID established by Wolf Olins, I followed brand directives and worked to fully understand the innovative product technology. Translating technical specifications from Microsoft, I created clear user instructions and packaging, with branded slogans and tag lines. Working closely with Cinco founder/creative director Kirk James, I wrote the Kin brand bible for the Verizon sales force. For product demos and instore digital kiosks, I created several original characters. Writing their profiles, texts, messages, and social media posts, I built a world of personalities that related to our target market, while demonstrating product benefits. Following this, I was brought to Los Angeles to oversee casting for the video element of the campaign.