Story Stream


By Kate Knibbs on May 29, 2015


By Kate Knibbs on May 28, 2015


By Kate Knibbs on May 27, 2015


By Darren Richardson on Apr 10, 2015


Sponsored by ad:tech SF

Master storytellers reveal secrets behind 'Dear Kitten' campaign

By Barry Eitel on May 28, 2015

This year’s ad:tech conference in San Francisco brought together many master storytellers of the advertising world to discuss the craft of walking the line between narrative and marketing. Interestingly, many of these experts were discussing “ads” that pushed the limit of the medium, such as Under Armour’s empowering spot featuring ballerina Misty Copeland and Virgin America’s five-hour-plus movie recreating a cross-country flight on an extremely boring fictional airline. One campaign that earned a lot of attention was Purina’s “Dear Kitten” series for its Friskies cat food, which was built with the help of BuzzFeed Motion Pictures and something a friend of yours probably posted on social media. Featuring an older cat giving humorous advice to a kitten, the ad fit perfectly into our age of

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Christa Avampato

Christa is a writer, product developer, and marketing professional. She founded the creative consulting practice, Chasing Down the Muse. Most of her writing lies at the intersection of business, technology, and culture. Her extensive writing portfolio includes features on PBS,, Wise Bread, The Motley Fool, and a series of live blogs from Mashable's Social Good Summit. She is the Founder of content development company Read her personal blog at and follow her on Twitter @christanyc and LinkedIn

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