LONDON, UK // Annabel Dewar believes the most interesting storytelling now happens inside the things people play, not just the things they watch. As Chief Commercial Officer at The Gang, a creative studio and game developer that builds interactive ad formats and UGC gaming content for brands, her focus is innovation in creative storytelling – specifically how newer mediums like gaming, interactive content and the spatial internet can be used to build deeper audience engagement. It’s a subject she returns to often as a speaker at conferences and industry events.
Before The Gang, Annabel led Twitch’s Brand Partnership Studio in Europe, heading a multi-award-winning creative team that delivered interactive creator and brand partnerships for Nike, Netflix, Meta and Apple, among others; work built on using game content and live communities to tell brand stories.
Earlier, at Apple’s creative agency Media Arts Lab, she was Business Director on a five-and-a-half-hour, single-shot Shot on iPhone film made through the Hermitage Museum, and led the development of Apple’s first locally originated European content.