When we signed up to work with TIFF on their social media platforms, the first line of business was to create a campaign for beloved filmmaker and artist Tim Burton whose MOMA show was coming to the TIFF Bell Lightbox. We knew it had to be something pretty special to live up to this master storyteller’s standards.The result? Cadavre Exquis, a technique used to collectively tell a story. And in our digital era, we thought Twitter provided the best venue to get fans involved. Burton himself tweeted the first line based on one of the characters from his work: ‘Stainboy, using his obvious expertise, was called in to investigate mysterious glowing goo on the gallery floor…’. In two short weeks Twitter users from 163 countries contributed over 13,000 tweets of which 89 were selected, creating a worldwide crowdsourced tale. Without any PR push, the project was picked up by media outlets ranging from Mashable to PerezHilton, Rolling Stone to The Independent.