"This is actually kind of crazy. Talk about a weird thing. Rocky Raccoon is one of my favourite songs. For some reason, [the song] just fucking kills me. It’s pathetic; it destroys me. When the role of Rocket Raccoon came upon us, I was talking to James Gunn and I said, ‘I’m doing this movie now, and we’re always tripping on Rocky Raccoon. Isn’t it weird that I’m playing Rocket Raccoon?’ He told me that was the inspiration for the character, that song. I don’t know if that’s the truth, but it’s what he said, which if that’s the truth, it’s kind of insane.”



Barnes & Noble: Take better #shelfies 

Digital reading devices are increasing in popularity with each passing year. Book retailers such as Barnes & Noble are experiencing a decline in physical book sales, especially among younger readers. In order to appeal to this demographic, I focused on the term ‘shelfie’, meaning a photo of an individual’s bookshelf, developed in conjunction with the increasingly popular term ‘selfie’ (a photo of an individual taken by his or herself). By placing a # before ‘shelfie’, the ad encourages customers to tag their purchases as ‘shelfies’ when uploading photos of their bookshelves to social media channels. This participatory element of the campaign creates the possibility of expanding the #shelfie photo sharing trend while giving Barnes & Noble attribution to this trend.