CNET is known for many things. But advertising themselves is not one of them. When I got to the brand, it was a brand defined by its product. We wanted to bring an element of wonder and discovery to it. This campaign was designed to remind people that CNET is a great place to go to find out what technology innovators have thought of next. I concepted this campaign (with an AD named Devin Harris), hired the production company, played producer on client side and even did the voice over.