2013 One Show Entertainment Jury
Amusement Park Entertainment
Los Angeles, CA
Only in stories do cats have nine lives unless you’re Donna Lamar and on life number four. Currently Lamar’s a partner at Amusement Park Entertainment. Amusement Park is a LA based studio that specializes in inventive transmedia storytelling, with technology and innovation as integral elements of 360 degree brand experiences. As director of creative + development at Amusement Park, Donna’s role expands exponentially on a daily basis. From just recently completing a first person POV live action video game for Microsoft/Intel, dubbed “Discovered”– which is the first of it’s kind in the genre – to developing projects that blur the boundaries between, TV, cinema and mobile platforms. Lamar’s worldview is moving storytelling into new territory. But to be on a fourth life Lamar has had to have three more. In the three years prior to joining Amusement Park, Lamar was a creative director on Gatorade at TBWA\CHIAT\DAY LA and part of the team responsible for making Gatorade “G.” She was instrumental in creating the platform that launched Gatorade’s breakout content, Replay, which has been heavily awarded. Lamar also spearheaded campaigns such as Quest for G, Evolve and Float/Sting, which featured Muhammad Ali’s iconic line and voice. Just before joining Amusement Park Entertainment in November 2011, Lamar was the 2011 recipient of The One Club | Adcolor Creative Award. Going back to life number one, Donna started her career as a producer. By 1996 she was working at Wieden + Kennedy in Portland. By 1998 she was Head of Production for Wieden + Kennedy/Amsterdam where she remained for six years working on a roster of clients which included Nike, Vodafone, Coke, Siemens, Heineken and others. During Lamar’s tenure at Wieden, she worked as either executive producer or producer on a number of industry winning campaigns – Nike Freestyle Football, Frisbee, Skateboard, Musical Chairs and Heineken Beer Run to name a few. One of the campaigns of note during her stint was the 2002 World Cup initiative Secret Tournament, which not only brought together the majority of the world’s best known footballers, including Ronaldo Cristiano, Ronaldo, Ronaldinho and Eric Cantona; the campaign also included the first ever remix of an Elvis Presley song. In 2005, Lamar transitioned again to pursue ideas and creativity on another level, becoming a writer/director. In 2006, one of her documentaries, FIFFA KIDS, was screened at Clinton’s Global Initiative in New York. Soon after, Lamar opened a production company in London and worked between the US and Europe until Jimmy Smith, then ECD at Chiat\Day called in 2008. A lot of creativity and positivity has happened for Lamar in the last four years and in a career that has spanned over 20 years. Lamar has realized many dreams in advertising and now development; but looks forward to a fifth career of surfing all of the warm weather beaches in the world. It’s a good thing this cat woman can swim.