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Creativity 50 2013: Chris Eyerman and David Goodrich

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While the Hollywood hype machine is still largely confined to churning out bombastic trailers and overproduced websites, L.A.-based Ignition Creative has been busy creating worlds to promote some of the entertainment industry’s most- anticipated releases. Under the leadership of Chris Eyerman (left) and David Goodrich, the agency created the much-buzzed about fashion Tumblr for Lionsgate’s “The Hunger Games” and the Webby-Awarded Capitol Tour, a partnership with Microsoft to show off the tech company’s IE9 browser.

Ignition also partnered with 20th Century Fox and Ridley Scott Associates on the fantastic “Prometheus” integrated push that included a TED talk from the future. And, more recently, it conceived “Arrested Development” character Tobias Funke’s online audition for James Cameron, just one of its efforts promoting the new Netflix series.

Ignition’s work is characterized by the seamless way it extends a show or film’s premise beyond the original frame. “The most interesting stuff in entertainment marketing is when you see someone trying to evolve the story outside the two-hour window, or giving characters life beyond the show,” said Mr. Eyerman. “The space is still pretty tough. It takes a lot of persistence to push it where you want to go, but we want to keep building better things.”

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