Bill Kaplan Writing Samples


Lure of the Labyrinth Graphic Novel Chapter 2


   Lure of the Labyrinth is a videogame produced by Fablevision and MIT's Education Arcade for Maryland Public Television's Website. I wrote the game's story, which is presented in a series of graphic novels that players access by successfully completing math puzzles. The above link is to an early, uncolored draft of the story's second chapter illustrated by one of Fablevision's talented artists. The player's character has disguised himself as a monster in order to infiltrate a monster-run pet-food factory, where his own pet is being held hostage. Fortunately for him, the monsters depend on their sense of smell more than their eyesight, so his fake rubber monster suit, infused with the scent of one of the factory's workers, fools them. The complete game is at


Lure of the Labyrinth Graphic Novel Chapter 2 Script

Caduceus Bible

   Here's the final script for the graphic novel chapter shown above. I removed Kobold's thick accent, which we decided might be hard for young players to decipher. The final, illustrated and colored version of the chapter, incorporating the changes in this draft of the script, can be found at, but only after working your way through some of the game.


Caduceus Bible

Caduceus Bible

  Caduceus, an online videogame, is one component of the Generation Cures philanthropic Website for tweens launched by Children's Hospital in Boston in 2008. Once again collaborating with Fablevision and MIT's Education Arcade, I wrote and designed the bible for the game and scripted the animated cutscenes that establish the storyline. The finished game can be found at


Caduceus Level 4 Animation Script

Caduceus Bible

   Using the link above, you can download my script for the introductory cutscene to level 4 of the Caduceus videogame. The game and the animated cutscene are at


n+1 Studios Marketing Brochure

n+1 Brochure

   As a partner in a Web-centric creative services company featuring Emmy-winning talent, I was in charge of production, project management, copywriting, office management, human resources, and pretty much everything else that needed to get done.  Since I wasn't one of the Emmy winners, though, I didn't mention myself in this marketing brochure I wrote to promote our services.


Icebox Online Store

Icebox Store

    Featuring characters such as Mr. Wong, Hard-Drinkin' Lincoln, and Queer Duck, Icebox was a big hit with Web surfers. To capitalize on fan interest, I developed and ran an online store to sell t-shirts, caps, mugs and other merchandise based on our properties. Sales were strong, and the store turned out to be the company's biggest profit center.


Icebox Licensing One-sheets

Icebox Licensing

   In addition to running the Icebox store, I was tasked with licensing our properties to other businesses.  I negotiated deals with toy companies, novelty companies, a greeting card company, and even a watch manufacturer.  These one-sheets were part of a kit including a video of our shows, a cd rom with suggested merchandise designs, and a short style guide that I sent to potential licensees.


Fox Kids Ad Campaign

Fox Kids Campaign

  This ad is one of a series that appeared in a variety of children's magazines promoting Fox Kids’ new fall lineup.  My brief was to match the "Bart Simpson is our audience" tone of an earlier campaign done by an outside agency at great expense.  I did the three ads in an afternoon, matching the tone but not the great expense.


Fox Family Channel Milk Campaign

Fox Family Milk Campaign

  This series of ads pitching Fox Family's new lineup of shows (and a related contest cosponsored by the milk industry) appeared in TV Guide, Parade, People, and other high-circulation magazines. Fox Family’s lawyers wrote all the fine print at the bottom, but I did the rest.


Fox Family Channel Poster

13 Days of Halloween Ad

  This ad appeared as a poster in New York commuter trains and stations.  Each morning a group of TV execs would gather on the train and try to impress one another with the cleverness of their networks' ads.  Fox Family's president, who had been among their ranks before his move to LA, wanted to let his friends know he was still there in spirit.


Fox Family Channel Print Ad

St. Patrick Movie Ad

  Although Fox Family Channel executives were trying to distance the network from its past incarnation as Pat Robertson's cable outlet, they had produced and were preparing to air a movie about the life of St. Patrick. I was asked to find a way to promote the story of a Christian saint without mentioning God, holiness, faith, or anything else that seemed overtly religious.