Sky 1 needed to raise awareness for its new medical drama Critical and showcase the high quality of the drama and gripping real-time events of each episode, finding an engaging way to drive conversation in the run up to the series premiere.

I wrote and delivered the world's first branded choose-your-own-adventure game based on Twitter, putting the audience in the characters' shoes and forcing them to make life-or-death decisions. I consulted a series of surgeons, nurses and the show's writers to ensure medical authenticity. Play the game here:

The results:
- 4million estimated impressions
- Received press coverage in Broadcast

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