Kohl Norville believes the best branded content is participatory—whether it's a concert or surprise event—and in his new role as content director for Motive he aims to find new ways for people to enjoy brands.
"I like branded content when it's something that's true to the brand," Norville told Adweek. "Something that's endemic, that people will want to seek out. ... It's no longer an interruption but it's what people are gravitating towards. That's what's so exciting about Motive—we want to make work along those lines."
Norville, who reports to agency founder and CEO Matt Statman, will work with clients to conceive and produce branded content. The position is new.
Motive, a unit of Project: WorldWide, is a creative studio that's based in Denver, with a new office in New York that Norville will help expand. Clients include Pepsi, Mountain Dew and Native Eyewear. Recently, the agency created the Pepsi Superbowl spot, "Get Hyped for the Halftime."
Previously, Norville freelanced for shops such as Pereira & O'Dell, Grey, SS+K and Big Fuel, working on brands like Subway, ESPN and Match.com. Before his four-year freelancing stint, he was a creative director at Habana Avenue.
Reflecting on his decision to join Motive, Norville said he was drawn by the opportunity to be more hands-on in bringing content ideas to life.
"If you look at the range of work that Motive is creating, it's truly platform agnostic, which I love," he added. "It's a shop where ideas are king and these [are] ideas that lead to audience immersion."