“Marcus is an absolute powerhouse. In the several years I worked with him, Marcus consistently impressed not only me, but also our business, tech, and enterprise clients with his creativity, professionalism, attention to detail, and deep knowledge of the topics they care most about.”
Bundesliga
The Client
Amazon Web Services (AWS) is a $100B cloud computing leader serving customers across 190 countries. They sought to spotlight their generative AI capabilities and showcase real-world use cases at scale.
The Ask
AWS wanted WIRED to raise awareness of how its technology enables businesses to move beyond experimental AI into scalable, production-ready applications. The goal: tell a relatable story grounded in AWS’s generative AI and machine capabilities.
The Insight
WIRED audiences consistently engage with stories at the intersection of sports and technology. Prior AWS collaborations in this space proved highly successful, making this a clear thematic opportunity.
The Approach
We crafted a two-part branded content series that illustrated AWS’s customer-first innovation through high-impact sports storytelling. The campaign focused on how Bundesliga scales its global audience through content localization and how the NFL uses AWS to serve massive fan media demand. We anchored each story in branded articles and expanded reach via YouTube and targeted social media distribution.
The Execution
We created a two-part branded video series, each spotlighting how AWS is using generative AI and advanced analytics to transform global sports experiences. In “Data Driven: How Bundesliga Uses AI to Reach a Global Fanbase”, we showed how Bundesliga captures millions of in-game data points with AWS to deliver real-time, culturally relevant fan engagement—like the AI Live Ticker, which personalizes content across multiple languages and styles. In “Data Driven: How The NFL Uses AI to Find The Right Play”, we explored how AWS helps the NFL manage over a million media assets, enabling creators to locate key plays using natural language, accelerate workflows via semantic caching, and distribute highlights faster with WebSocket APIs. Each story was told through cinematic video and housed in a branded editorial experience, with distribution across YouTube and social media to reach tech-forward sports fans and business decision-makers alike.
Data Driven: How Bundesliga Uses AI to Reach A Global Fanbase
Branded Content by AWS | AI-powered personalization is revolutionizing Bundesliga’s global fan experience. With AWS, Bundesliga is capturing millions of data points during every match to deliver real-time, personalized content and analytics. Through innovative tools like the AI Live Ticker, Bundesliga can engage fans worldwide in their native languages and celebrate football moments in culturally relevant styles. See how AI is making the Bundesliga experience richer and more accessible.
“Marcus has a real gift for breaking down complex tech topics into stories people actually understand and care about. He consistently found creative ways to make technical content resonate with business and IT decision-makers.”
Dodge
The Client
Dodge, known for its muscle car legacy, is redefining the EV category by merging high performance with electrification.
The Ask
Dodge wanted to introduce its “Destination Future” platform and position itself as a leader in electric muscle cars. The challenge was to speak to both the hardcore muscle car base and a tech-savvy, performance-curious audience.
The Insight
WIRED audiences are interested in performance tech when presented through a lens of innovation. By connecting Dodge’s legacy with cutting-edge features, we could bridge emotional and technical appeal.
The Approach
We created a six-part branded content series anchored by a branded article and three custom videos. Social-first and creator-led, the campaign featured Joe Cirillo—NASA engineer turned auto tech influencer—who brought credibility and enthusiasm to Dodge’s EV story.
The Execution
WIRED collaborated with Stellantis to determine the most resonant features for the WIRED audience and crafted a content strategy that honored Dodge’s legacy while advancing a forward-thinking narrative. Cirillo hosted video content, and assets were distributed across WIRED’s digital, social, and video platforms. Creative maintained a blend of legacy styling and future-focused tech.
“Not only does Marcus bring a sharp creative vision to every project, but he also has a natural talent for working with clients—listening to their needs, translating their goals into impactful storytelling, and delivering results that exceed expectations.”
IBM
The Client
IBM is driving cloud and AI innovation through a strategic partnership with AWS, offering 29 SaaS products through AWS Marketplace and generating $5B+ in generative AI-related agreements.
The Ask
IBM needed to raise awareness of its SaaS portfolio and its AWS partnership, particularly with an audience of business and technical decision-makers who value use cases over product features.
The Insight
WIRED’s audience prefers actionable stories that solve real-world business problems. We saw an opportunity to move away from abstract capabilities and instead highlight scenarios where IBM makes businesses more adaptive and resilient.
The Approach
We positioned IBM as a pragmatic innovator by framing the brand around one core truth: change is inevitable. The campaign focused on how IBM enables businesses to respond and thrive through automation, analytics, asset management, and cybersecurity.
The Execution
We created a six-part animated explainer series focused on real-world business problems that IBM software, powered by AWS, helps solve. For industries relying on heavy assets, “AI Predictive Maintenance” tackled the costly issue of unexpected equipment failure—showing how IBM Maximo uses AI to detect anomalies early and prevent downtime. In cybersecurity, “AI-Powered Cybersecurity” addressed the challenge of accelerating breach detection and response as attack surfaces expand, highlighting how IBM QRadar Log Insights automates workflows to reduce response time and improve coordination. For DevOps teams managing complex cloud systems, “Predictive Problem-Solving” explored how IBM Instana helps pinpoint and resolve issues before they impact users—solving the problem of reactive troubleshooting by identifying root causes faster. The series was designed to help business and technical leaders connect specific challenges to actionable, AI-enabled solutions, and was distributed via WIRED’s digital, video, and social channels for high-impact reach.
AI-Powered Cybersecurity: Transforming Detection and Response
Produced by Wired Brand Lab with IBM | Businesses face growing cybersecurity threats as digital footprints expand. With limited time to stop breaches, how can businesses accelerate detection and response to cyberattacks? Discover how IBM Security QRadar Log Insights on AWS empowers companies to streamline responses across teams with AI-powered workflows.
“Marcus is fantastic partner and collaborator. He has an incredible ability to digest complex and nuanced briefs from clients, and create branded creative treatments that address their needs specifically. I worked with him for several years on a number of projects, ranging from business services to lifestyle to AI and everything in between.”
Microsoft Azure
The Client
Microsoft, a global AI leader, leverages its Azure platform across industries including gaming and healthcare. Azure powers over 100 services and supports more than 90% of Fortune 500 companies.
The Ask
Microsoft needed to position Azure Cosmos DB as a premier solution and establish thought leadership among business decision-makers and CIOs in gaming and healthcare.
The Insight
The Ars Technica audience is passionate about both AI and gaming, with a cultural connection to sci-fi and retro-futurism that could make technical storytelling more emotionally resonant.
The Approach
We built a futuristic thought leadership series that examined how Azure is fueling innovation in gaming and healthcare. Inspired by sci-fi cinema, the visual identity employed retro-tech aesthetics to tap into nostalgia and familiarity with high-tech storytelling.
The Execution
We developed two distinct video stories, each tailored to a key vertical: healthcare and gaming. For healthcare, the piece titled “Making Sense of Data from Millions of Health Wearables” explored how Rx Health leverages Azure Cosmos DB to monitor heart failure patients in real time, manage wearable data streams, trigger alerts, and maintain compliance—all at scale. For gaming, “Getting Up to Speed on AI in Gaming” examined how Xbox and partners like Watchful and TrueSkill use Azure’s machine learning infrastructure to drive innovations in content moderation, adaptive matchmaking, and player experience. The content balanced deep technical insight with storytelling clarity and was visually styled with retro-futuristic elements to appeal to Ars Technica’s technically fluent audience. Each video was housed within branded editorial and distributed across Ars and social media for maximum impact.
Getting Up to Speed on AI in Gaming
Branded Content by Microsoft | From Drivatars in Forza to AI-powered content moderation, Xbox is integrating machine learning across the gaming experience. With Azure Cosmos DB and cloud-scale computing, platforms like Watchful process billions of content classifications monthly, while matchmaking tools like TrueSkill use adaptive learning to keep games competitive and fair. Explore how AI is shaping everything from player safety to next-gen gameplay—and where it’s headed next.
“The branded video sales at WIRED and Ars were a direct result of Marcus’s incredibly thorough research of higher-level technical concepts, brilliant storytelling ability, and rich knowledge of how to bring the stories of technology and business clients to life on screen.”