G.I. Joe: Operation Hiss was developed as a bridge of narrative content between the feature film G.I. Joe: The Rise of Cobra and it's forthcoming sequel. While G.I. Joe proved less popular than fellow Hasbro brand Transformers at the worldwide box office, the film still succeeded in generating solid results in line with similar franchise starters X-men and Batman Begins. What's more, the movie reignited interest in the brand that started the action figure.
At Kunoichi, I worked closely with Hasbro stakeholders Michael Verrecchia, Sarah Baskin, Jason Oliver, Steve Drucker, Aaron Archer, and Michelino Paolino to deliver entertainment based in the movie universe. G.I. Joe: The Rise of Cobra was still in production, so this proved difficult. Kunoichi Account Leader Anna van Slee and I were beckoned to Pawtucket Rhode Island where, in CEO Brian Goldner's office, we read scripts for G.I. Joe and the then forthcoming Transformers: Revenge of the Fallen. We were shown a rough cut of the G.I. Joe film and a few finished sequences. The project necessitated multiple trips back to Hasbro in order to receive information, content, and product reference unavailable for distribution by electronic or other means.
As my team and I began to break down Hasbro's requests and mandates, we began to inject elements of G.I. Joe mythology not present in the feature film. Of course, these elements were seamlessly integrated...a few gestures to long-term fans and content-hungry newbies. Kunoichi has continually been associated with the G.I. Joe brand since 2005; my own involvement with the brand preceded that of Kunoichi.
In preproduction, Kunoichi generated a portion of the first episode for Hasbro review. The feedback was so positive that Hasbro requested further episodes and HD-quality presentation. Stakeholders believed this content could be utilized further on television, DVD, and in package with products.
When production concluded, the final result was a continuous narrative and a series of character-based spotlights. While fans reacted poorly to the feature film's content, characterization, and script, the Operation Hiss series was lauded for its integration of classic characterization and stories within the feature film universe. Naysayers rejected the series for its companionship to the feature film. Young audiences made Operation Hiss the top viewed content on HasbroKids.com and HubWorld.com.
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