Between 2010 and 2013 I was Chief Creative Officer with a Toronto based entertainment software company named Creative D. The aim of our first product, Decksi, was to bring a familiar trading card experience to online/social space. These trading cards were like a digital version of the ones you perhaps traded on the schoolyard as a kid, with one difference: Each card contained embedded media, unique to that card. And since some cards were rare while others were easy to get, the more an audience member plays and trades, the easier it becomes to collect the entire deck. Decks of all kinds were created, from sports to music to movies. And the excitement of fans helped the packs spread rapidly through social media.