itsasickness was an obsession project honoring sicknesses; the objects of our obsession. It was a co-branding marketer’s dream.
That thing you geek out about, that you could talk about endlessly – obsessing over the minutia, that’s your sickness. People who are most interested are the most interesting. Our website featured ecstatic devotion to wonderful things – which were often for sale.
We celebrated the most extraordinary people that we found in our online obsession network with short tribute films on itsasicknessTV; Alan Cumming was the emcee.
Basically, the website itself [offline as of 3/14/15] was a proto-Pinterest bookmarking app that the TV production crew would use for story leads, research and as a branded-content feedback loop.
The itsasickness project celebrated dedication to anything obsession-worthy in order to sell those things precisely because they were obsession-worthy. IAS was a vehicle for advertisers to directly target their obsessive tribes.