One year in now media vol V

One Year in Now Media Vol V
1
One$Year$in$Now$Media
Vol$V
by
Simon$Staffans

2
Introduction
As$2015$is$drawing$to$a$close,$I’m$happy$to$be$able$to$publish$the$”Vol$V”$of$this$look$at$
where$the$”Now$Media”$landscape$is$at$the$moment.$Regular$readers$might$remember$
my$use$of$the$term$”Now$Media”$as$a$way$of$getting$out$of$the$whole$debate$around$
transmedia,$cross$media,$multiplatform$etc$and$so$on.$”Now$Media”$in$that$sense$is$
simply$all$the$possible$media$platforms$and$ways$of$communicating$available$to$man$at$
the$moment$of$writing$this$introduction.$I’ll$stick$with$it$for$the$time$being!$
The$year$2015$has,$on$the$one$hand,$been$a$frustratingly$complex$year,$with$ISIS,$Lloods$
of$refugees,$climate$change,$a$stillMsomewhatMshaky$(and$over$here$in$Finland$very$
shaky)$economy$all$adding$up$to$an$outlook$on$the$world$that$could$be$described$as$
slightly$less$rosy$than$previous$years.$
At$the$same$time,$there$are$so$many$things$going$the$right$way,$it$is$hard$not$to$feel$a$
slight$sense$of$optimism,$despite$all$the$bad$news$surrounding$us.$Man$is$a$very$resilient$
creature,$and$at$times$a$very$innovative$one.$Historically$speaking,$difLicult$times$have$
always$enhanced$these$qualities$in$Man,$and$as$the$times$are$difLicult$in$the$extreme$in$
many$areas$right$now,$I$think$there$is$cause$for$some$optimism.$Great$minds$will$think$
great$things,$great$engineers$will$build$even$greater$creations$and$great$innovators$will$
Lind$great$solutions$to$towering$issues.$I’m$just$happy$to$be$along$for$the$ride.
I’ve$divided$this$publication$into$two$parts$only$.$The$Lirst$one$–$”The$Blogs”$–$is$a$
distillation$of$my$blog$posts$over$the$past$year,$covering$many$aspects$but$mostly$on$the$
same$(and$for$me$pretty$crucial)$area$of$converging$media$platforms$and$new$ways$of$
telling$stories$and$engaging$and$interact$with$an$audience.
The$second$–$”The$Interviews”$–$is$where$I’ve$asked$a$number$of$brilliant$people$from$
all$around$the$world$to$contribute$with$their$answers$to$a$number$of$questions$
regarding$the$year$that$was$and$the$year$that$is$to$come.$I’m$eternally$thankful$to$them$
all$for$letting$me$borrow$their$time$and$their$minds$for$inclusion$in$this$publication.
Happy$reading,$and$here’s$hoping$that$2016$will$be$a$good$year$for$all$of$us!
As$always$–$comments$are$welcome$on$simonstaffans.com$or$@simon_staffans.
cheers
Simon

3
THE0POSTS
I’ve$been$blogging$on$all$things$multiplatform,$transmedia,$cross$media$and$every$other$
kind$of$media$you$can$think$of$since$2010.$My$posts$have$most$often$seen$the$light$of$
day$as$a$result$of$epiphanies$of$some$kind$or$another.$They$might$have$taken$off$from$
something$I’ve$worked$on$myself,$conferences$I’ve$attended,$projects$I’ve$consulted$on$
or$something$else.$
There’s$always$been$a$certain$fascination$with$multiple$aspects$of$the$practice$of$
storytelling$and$the$conjunctions$where$they$meet$the$rise$of$new$media$platforms$and$
new$changes$in$the$audience’s$habits.$How$do$we$reach$our$intended$audience?$How$do$
we$engage$them?$How$do$we$validate$their$participation$in$a$meaningful$way?$How$do$
we$harness$the$achieved$interest$in$the$long$run?$How$do$we$monetise$without$diluting$
our$core$experience?$How$do$we$address$the$active$audience$who$all$of$a$sudden$are$
producers$themselves?$
The$questions$are$many,$the$answers$sometimes$sketchy$and$Llimsy,$sometimes$rock$
solid$and$convincing.$I’ve$had$the$fortune$of$being$able$to$follow$the$work$of$many$
brilliant$people,$and$of$being$able$to$attend$conferences$and$markets$where$everything$
from$best$selling$franchises$and$technologies$to$avantgarde,$experimental$stuff$have$
been$on$display.$
Here$are$the$posts$I’ve$published$in$2015,$sorted$chronologically,$featuring$topics$
ranging$from$the$philosophical$to$the$highly$practical.$Enjoy,$and$I$hope$to$be$able$to$
continue$contributing$to$the$Lield$of$evolving$media$in$2016.

4
Transmedia0in02015
I’ve$been$eagerly$studying,$creating,$curating$and$producing$in$the$transmedia$vein$for$
the$past$few$years,$ever$since$the$crossMmedia$me$saw$the$light$of$transmedia$
storytelling$in$a$conference$room$in$Cardiff$in$the$summer$of$2010.
I’ve$taken$part$of$all$the$different$discussions$on$what$transmedia$really$is$and$what$it’s$
not,$I$had$the$privilege$of$attending$the$Lirst$Storyworld$conference$in$San$Fransisco$
(probably$the$best$conference$I’ve$ever$been$at,$in$hindsight)$and$I’ve$been$blogging$and$
interviewing$about$transmedia$ever$since.$This,$then,$is$a$kind$of$a$halfMway$check$–$
where$are$we,$and$where$are$we$heading?
A$couple$of$years$ago$I$wrote$that$I$believe$the$term$”transmedia”$will$become$utterly$
redundant$in$a$few$years’$time.$Looking$at$how$the$audience$and$the$audience’s$
engagement$has$evolved,$how$new$technological$possibilities,$startups$and$solutions$
enable$all$kinds$of$new$producers,$and$how$the$market$has$started$leaning$towards$a$
new$economy$and$a$new$way$of$approaching$content$creation,$distribution$and$
monetization…$I$think$we’re$getting$there,$quicker$than$I$thought.
Films$and$documentaries$are$becoming$intertwined$with$games$and$gaming$principles.$
The$stars$of$YouTube,$with$highly$personal$multiMmillion$followings,$are$claiming$their$
stake$as$forces$to$be$reckoned$with$in$all$Lields$we$can$think$of.$The$voice$of$the$
audience$is$becoming$stronger$and$stronger$and$a$more$important$part$of$all$possible$
kinds$of$content$creation,$production$and$distribution.
There$are$still$conferences$and$departments$and$ofLices$with$”transmedia”$in$their$
names.$There$are$still$blog$posts$(as$the$one$you’re$reading,$nonetheless)$entitled$
”transmedia$this”$or$”transmedia$that”).$There$are$still$a$credit$called$”transmedia$
producer”.$But$honestly$–$if$there$is$an$IP$today$that$is$not$on$more$than$one$media,$it’s$
probably$just$because$the$producers$simply$haven’t$had$the$time$to$go$there$yet.
Yes,$I$know$–$it’s$a$big$difference$between$on$one$hand$the$cross$media$practice$of$
simply$distributing$moreMorMless$the$same$content$over$a$number$of$media$platforms,$
and$secondly$using$transmedia$storytelling$methods$to$create$a$story$world$and$one$or$
more$stories,$grounded$in$that$world,$that$move$over$and$exist$on$different$media$
platforms,$supporting$each$other$to$create$a$richer$end$experience.$But$I’m$seeing$
encouraging$signs$that$the$latter$is$becoming$more$and$more$of$a$given,$as$examples$of$
successful$transmedia$projects$are$becoming$more$legio.
What’s$most$encouraging$is$the$rapid$growth$of$new$producers$left$and$right;$the$
generations$growing$up$now$are$happily$ignoring$previous$boundaries$between$media$
platforms,$language$barriers,$territories$and$what$have$you.$Looking$at$my$tenMyearMold$
son$and$how$he’s$producing$Minecraft$videos$for$the$Finnish$Broadcasting$Company,$
doing$a$better$job$of$it$(almost)$than$I$could…$my$only$concern$is$that$he’ll$tire$of$it$
before$he$gets$his$big$break$J.
Finally,$what$I$feel$all$of$this$adds$up$to,$is$a$transmediated$world,$where$most$of$the$
content$we$encounter$are$naturally$generic$multiplatform$entities.$The$level$of$
execution$will$vary,$of$course,$but$a$great$product$will$now$reach$global$recognition$
faster$than$ever$before.

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What$I$believe,$however,$is$that$we$as$storytellers$are$going$to$have$to$reMassess$who$we$
are$and$where$our$ultimate$responsibilities$lie.$In$a$world$where$stories$drive$
information$and$engagement,$I$feel$these$responsibilities$have$grown$and$changed$
shape.$It’s$up$to$us$now,$how$we$confront$them.
But$that$is$for$a$future$post$–$there’s$a$lot$of$pondering$to$do$yet$:)

6
The0good0and0bad0of0failing
Lately$I’ve$read$a$couple$of$articles$on$failing,$which$have$echoed$something$I’ve$felt$for$
some$time$now.$See,$I’ve$been$preaching$that$failing$is$no$disaster,$that$as$long$as$we$
learn$from$our$mistakes$we$shouldn’t$be$worried$about$not$getting$where$we’re$aiming$
to$get.
What$I’m$a$bit$worried$about$though$–$and$what$I’ve$seen$echoed$elsewhere$–$is$the$
growing$notion$that$it’s$become$a$sort$of$a$badge$of$honor$to$fail,$that$failure$can$be$a$
goal$in$itself.$”No0biggie,0I0must’ve0learnt0something0from0this0right?”
There$have$also$been$a$number$of$people$I’ve$talked$to$that$are$a$bit…$well,$not$worried,$
but$confused.$They$have$failed$in$ventures,$but$the$learning$has$evaded$them$for$some$
reason.$So,$is$there$a$method$to$failing?$And$does$it$always$pay$off?
One$of$the$times$I’ve$felt$I$learnt$the$most$from$failing$was$back$in$the$days$when$we$
were$creating$content$for$MHP$–$i.e.$red$button$interactive$TV$shows.$We$were$working$
on$a$version$of$”The$Space$Trainees”,$a$language$training$game$show$for$kids$set$in$
space,$and$had$created$a$number$of$language$training$games$for$people$to$play$at$the$
same$time$as$the$people$on$the$TV$show$were$playing$their$versions$of$the$game$(this$
was$back$in$2005,$so$fairly$early$in$the$interactive$phase).
What$we$quickly$found$out$were$things$that$have$had$an$impact$on$a$lot$of$later$
interactive$work$I’ve$done;$people$liked$to$play$along,$but$fell$off$the$cart$regarding$the$
TV$show.$Conversely,$people$who$were$not$playing$along$found$those$moments$to$be$
fairly$boring$parts$of$the$show;$as$we$couldn’t$advance$the$plot$in$any$major$way$or$lose$
the$players$even$more,$the$excitement$level$sank$for$the$nonMplayers.
What$it$in$the$end$led$to$was$a$cross$media$show$instead,$the$Linal$version$of$“The$Space$
Trainees”,$merging$play$online$with$a$TV$show$in$an$educational$setting,$two$seasons$in$
production$in$Finland$and$an$iEmmy$nomination$in$2010.$Now,$the$reason$we$quickly$
learned$what$we$had$to$learn$from$the$”failure”$we$experienced$was$that$we$had$a$fair$
amount$of$research$connected$to$the$project.$But$even$without$that,$we$could$clearly$see$
–$and$feel,$ourselves$–$that$these$certain$moments$didn’t$work.$But$the$decision$to$go$
cross$media$instead,$that$was$down$to$our$gut$feeling,$more$or$less.
I$think$that’s$where$”failing$forward”$Linds$its$proper$space,$in$between$scientiLically$
Linding$out$what$doesn’t$work$and,$leaning$on$experience$and$gut$feeling$(and$
knowledge),$decide$how$to$change$things$up.
Christian$Fonnesbech$has$lately$worked$on$Cloud$Chamber$and$before$that$on$30Modd$
productions$in$the$cross$and$transmedia$vein.$He$also$has$experience$of$the$art$of$failing.$
I$asked$him$if$he$could$give$me$ONE$example$where$he’s$failed$and$really$learnt$
something,$and$how$he$did$it:
”$You$ask$if$I$have$a$single$example$of$a$project$where$I$made$mistakes$and$then$learned$
from$them.$The$problem$is,$after$35+$projects$–$that’s$ALL$I$have.$Projects,$where$I$made$
mistakes$and$learned$from$them.$That’s$all$anybody$has.
To$me,$”practice”$and$“learning$from$your$mistakes”$is$pretty$much$everything.$It’s$like$
the$architects$say:$“Getting$to$work$is$half$the$battle”.

7
Telling$stories$with$technology$involves$a$lot$of$different$skillsets$–$and$I'm$sure$that$
such$things$as$talent,$intelligence,$social$skill,$musicality$and$technical$aptitude$do$make$
a$difference,$but$nothing$counts$like$practice.
And$if$you’re$innovating,$then$that$goes$double.$Think$about$it.$Innovation$is$like$
improvisation$–$you’re$making$it$up$as$you$go$along.$And$who$is$the$best$at$
improvisation?$Is$it$beginners,$or$is$it$veterans?$Is$a$veteran$trumpet$soloist$better$than$
most$at$what$he$does,$because$he$was$born$with$it$–$or$because$he$has$played$and$
played$and$played$and$played?
You$have$to$work.$You$have$to$build$experience$with$the$opportunities,$traps$and$pitfalls$
in$the$process.$You$have$to$learn$how$the$different$kinds$of$people$involved$in$a$project$
think.$You$have$to$be$able$to$feel$how$the$audience$will$react,$even$though$the$launch$is$
months$away.$The$only$way$to$learn$these$things$is$to$get$out$there$and$make$stuff$and$
see$what$fails.
Because$you$will$fail.$A$lot.$Oh$boy,$will$you$fail!$Pretty$much$anything$you$do,$for$the$
Lirst$time,$will$fail$(just$ask$anybody$who’s$ever$tried$to$remodel$a$house).
The$classic$counter$argument$is$of$course$Mozart.$“He$was$making$symphonies$when$he$
was$5$years$old!”$they$say.$But$Mozart$wasn’t$actually$any$good$when$he$was$5.$None$of$
the$work$from$before$his$early$teens$is$still$in$use$today.$So$even$Mozart,$one$of$the$
single$most$talented$individuals$in$the$history$of$mankind,$had$to$practice$like$crazy$for$
almost$10$years,$before$he$started$to$become$great.$
What$are$you$doing$here?$Why$aren’t$you$out$practicing?”
Talking$to$Alison$Norrington,$of$Storycentral$and$ChatsLield$(etc$etc)$fame,$we$move$in$
similar$spheres:
”This$is$a$huge$lesson$I$learned$during$my$MA$in$Creative$Writing$&$New$Media.$The$
concept$of$failing$as$a$positive$thing$is$a$tough$one$to$swallow$M$especially$in$our$era$of$
overMsharing$and$transparency.$Failing$suggests$a$sense$of$'not$being$good$enough'$or$a$
huge$misjudgement$M$and$who$wants$to$admit$that!
I$launched$Staying$Single,$which$was$going$to$be$my$4th$novel,$as$my$dissertation$
project$for$my$MA$in$2006.$I$thought$I$had$strategy$and$a$blurry$idea$of$who$my$
audience$were$and$found$that$I$was$wrong.$The$biggest$failure$included$asking$the$
audience$to$lean$forward$and$choose$how$a$story$arc$concluded.$Except$I$didn't$ask$that$
question$until$around$60$days$in.
I$learned$quickly$that$I$hadn't$set$up$the$intention$that$this$call$to$action$would$happen.$
It$had$the$effect$of$turning$a$camera$around$to$the$audience$and$putting$them$in$the$
spotlight.$They$hated$it$and$it$was$a$ghost$town!$I$hated$that$it$didn't$work$and$was$
embarrassed$about$it.$But$it$was$this$'failure'$amongst$others$that$I$hadn't$set$up$
properly$with$Staying$Single,$that$spurred$me$on$to$the$PhD.$I$learned$that$I$needed$to$
be$more$aware$of$my$audience,$to$listen,$to$give$clear$calls$to$action,$clear$timelines$and$
a$sense$of$urgency$and$rewards.”
Lucas$J.W.$Johnson,$from$Silverstring$Media,$echoes$that$train$of$thought:
"I$think$most$projects$fail$in$some$respect;$not$every$single$thing$ever$goes$perfectly.$You$
end$up$with$a$great$product$but$can't$get$an$audience.$Or$you$have$interest$but$fail$to$

8
capitalize$well.$Or$what$you$thought$would$work$great$doesn't$take$off.$Even$successes$
have$things$that$could$have$been$better.$And$you$can$learn$from$all$of$that$for$the$next$
one.$
One$way$I$deal$with$that$is$that$I$go$into$pretty$much$every$project$with$the$mindset$of$it$
being$something$of$an$experiment:$I$want$to$see$if$this$concept$will$work,$and$if$it$
doesn't,$I$can$always$learn$from$that$for$next$time,$examine$why$it$didn't,$change$some$
variables,$try$again.$Every$project,$success$or$failure,$is$an$opportunity$to$make$the$next$
one$better."
All$in$all,$there$seems$to$be$an$art$to$failing$and$building$success$on$those$moments$of$
failure.$How$much$that$is$down$to$skill,$aptitude,$sheer$luck$or$something$else,$is$
probably$open$for$debate.$If$you$have$any$stories$about$failing$leading$to$success,$please$
do$share$below!

9
Starting0a0project?0Feeling0less0than0sure?0
Read0this.
These$past$couple$of$days$I$was$kindly$invited$to$BoostHBG,$an$organisation$doing$great$
things$for$the$crossM$and$transmedia$practicioners$(and$VR$producers$and$short$Lilm$
producers$etc$and$so$on)$in$the$south$of$Sweden.$My$mission$was$to$help$some$projects$
a$little$bit$further$along$the$way$to$fruition.
The$projects$were$many$and$varied,$ranging$from$the$very$much$we’reMjustMstartingM
thisMideaMupMrightMnow$to$the$ones$that$have$been$in$the$works$for$years$and$have$many$
things$already$solidly$in$place.$Thus,$they$all$had$different$needs$and$different$
challenges$and$issues$to$tackle.$Some$things,$though,$came$to$the$fore$as$in$a$sense$very$
basic$things,$but$in$another$sense$things$that$are$not$easy$to$get$right$and$remember,$
especially$when$working$on$a$project$close$to$ones$heart:
Always'keep'the'end'user'in'mind,$no$matter$what$part$of$the$project$you’re$working$
on.$This$includes$the$sales$pitches,$as$they$–$especially$if$your$project$has$been$under$
development$for$a$long$period$of$time$–$often$can$turn$inwards,$serving$more$to$reafLirm$
the$concept$for$you,$the$creator,$than$telling$and$selling$it$to$someone$else.$Honing$your$
elevator$pitch$is$extremely$good$for$anything$you’re$working$on,$forcing$you$to$reLine$
and$redeLine$and$boil$it$all$down$to$its$essence.$Crucial$stuff.
As$you$keep$the$end$user$in$mind,$you'really'really'need'to'think'about'who'your'
target'group'is.$”The$world”$is$not$a$target$group$that$will$help$you$in$any$way$while$
developing$or$drawing$up$strategies.$”People$over$18$years$old”$is$slightly$better,$but$not$
by$much.$If$you$can$Lind$what$niche$audience$your$content$will$appeal$to,$you$can$much$
better$Lind$out$what$their$wants$and$needs$and$habits$are,$and$create$something$that$
resonates$beautifully$with$them.$And$then$you$can$work$with$them$as$your$beacons$and$
ambassadors$to$reach$a$greater$audience…
What$is$the'essence'of'the'story'you’re'trying'to'tell?$Is$it$a$story$of$love?$Or$of$
fulLillment?$Or$of$loss,$or$of$something$else?$What$is$the$world$your$story$lives$in$–$and$
what$are$the$rules$and$other$possible$characters$does$the$world$consist$of?$What$stories$
can$these$rules$and$these$characters$give$rise$to,$and$where$can$you$create$them,$
publish$them,$perhaps$collaborate$with$the$audience$on$them?
Finally,$a$big$looming$question$was$the$one$of$9inancial'sustainability.$In$an$ideal$
world,$we$all$want$to$create$great$content$that$people$who$want$to$experience$it$pay$
handsomely$for.$In$the$real$world,$there$is$an$enormous$amount$of$work;$noseMtoMtheM
grindMkinda$stuff$to$get$this$traction$and$this$revenue$rolling.$An$upside$is$that$there$are$
now$many$creative$ways$to$look$at$Linancing$and$monetizing$–$from$YouTube$ads$to$
merchandize,$from$crowdfunding$to$the$diversiLication$of$content$–$from$the$same$story$
or$storyworld$–$for$different$clients$and$purposes.
One$last$piece$of$advice$–$get'advice'and'feedback$on$your$particular$project$from$
other$people.$Ideally$from$people$more$competent$than$you,$especially$in$areas$crucial$
to$your$project.$Trust$people$with$your$story,$and$you’ll$soon$see$if$it$will$have$legs$or$
not.

10
Help0your0brilliant0idea0grow
As$I$wrote$earlier,$I’ve$been$working$for$a$couple$of$different$organizations$helping$them$
analyze$projects$and$transmedia$projects$in$particular$over$the$past$month.$Looking$
beyond$the$debate$(which$has$faded$quite$signiLicantly,$perhaps$to$the$current$nonM
buzzwordiness$of$the$term)$about$what$exactly$should$be$considered$”transmedia”,$
some$things$have$jumped$out$at$me$time$and$time$again$while$reading$projects$plans$
and$proposals,$and$interviewing$the$people$behind$them.
Many$have$great$ideas,$good$solid$foundations$for$their$projects.$Many$have$a$passion$
about$what$they$are$doing$or$what$they$would$like$to$do.$Many$have$high$hopes$for$their$
projects,$dreams$and$visions$of$how$they$could$make$their$impact$on$the$world.
Here$though,$are$Live$things$I$believe$many$people$miss$when$they$develop$their$
projects$and$try$to$communication$what$they$want$to$do$and$why$anyone$should$buy$
into$it.$You$see$(and$I’ve$been$in$this$same$position$myself)$M$you$get$that$brilliant$idea$
for$a$project,$a$story,$a$Lilm,$a$transmedia$entity$or$whatever.$When$you$do$get$that$idea,$
you$need$to$do$these$Live$things,$and$keep$doing$them$as$a$continuous$part$of$the$
development$work.$They$will$give$your$project$stability,$added$creative$input,$new$
Linancial$possibilities$and$an$increasing$likeliness$of$your$project$reaching$your$
intended$audience.
(This0is0a0continuation0of0and0an0addKon0to0the0last0post0I0wrote0K0and0I0hope0I0can0get0
future0projects0to0read0these0and0take0them0to0heart!):
1. Do'your'research.$This$is$something$that$many$projects$I’ve$been$approched$
with$have$failed$to$do,$to$a$higher$or$lesser$degree.$That$brilliant$idea$you$have?$
You’re$not$the$Lirst$one$to$have$it.$You’re$probaly$not$even$the$tenth$Lirst$person$
to$have$it.$All$that$matters$is$that$you’re$the$one$who$actually$makes$the$idea$into$
something$real$in$a$way$that$no$one$has$been$able$to$do$before.$What$you$need$to$
do$is$to$Lind$out$what$other$similar$projects$have$been$launched$or$proposed,$and$
what$happened$to$them.$Learn$from$their$mistakes,$let$yourself$be$inspired$by$
their$success…$and$if$push$comes$to$shove$and$someone$else$has$created$your$
idea$in$a$way$that$you$don’t$believe$you$can$improve$on$–$walk$away.$Go$dream$
up$a$new$idea$and$a$new$project!
2. Another$stumbling$point$–$still,$which$amazes$me$–$is$the'audience.$Not$the$
audience$per$say,$but$the$attention$the$creators$pay$to$the$audience.$It$is$a$fairly$
straight$forward$procedure$–$as$long$as$you$know$what$audience$you’re$aiming$
for$–$to$look$at$what$kind$of$things$interest$them,$how$they$behave,$what$their$
wants$and$needs$are.$Not$only$does$this$give$you$a$lot$of$fodder$and$thought$for$
your$project,$it$also$lends$a$considerable$amount$of$credibility$to$your$project$
when$you$approach$Linanciers,$partners,$clients$etc.
3. Work'on'your'pitch.$Chances$are$you’re$very$much$into$what$you’re$working$on.$
Chances$are$you$might$take$things$for$granted$that$someone$who$hears$about$the$
project$for$the$Lirst$time$does$not$understand$at$all,$things$that$immediately$
skews$their$notion$of$what$your$project$is$about$and$what$it$could$become$in$the$
future.$Clarity$and$brewity$will$help$you$no$end,$but$only$if$that$clarity$and$
brewity$express$what$your$project$is$really$about.$So$work$on$the$pitch$–$the$

11
elevator$pitch,$the$threeMminuteMpitch,$the$sales$pitch$and$the$rest$–$so$that$you$
can$explain$it$to$anyone,$clearly$and$immersively,$in$a$short$period$of$time.$
Anticipate$followMup$questions$and$have$your$answers$ready.
4. Stay'realistic.$It’s$impressive$how$highly$people$think$of$themselves$and$their$
projects$and$their$eventual$impact$on$peoples’$lives.$Just$look$at$yourself,$and$
how$very$seldom$you$actually$immerse$yourself$in$something$–$and$how$many$
other$things$there$are$that$are$constantly$vying$for$your$attention.$Realism$is$
having$ambitious$goals,$but$also$noting$all$the$things$that$are$needed$to$come$to$
pass$for$you$to$reach$those$goals$and$what$amount$of$work$and$sweat$and$blood$
and$tears$are$needed$to$achieve$those$things.$Realism$will$help$you$not$lose$heart$
when$you$hit$an$uphill$struggle,$and$will$help$you$talk$to$partners$and$backers$
without$running$the$risk$of$facing$accusations$of$naivety.
5. Strive'for'9inancial'sustainability.$There$is$no$shame$in$asking$people$(or$
brands$or$organizations)$for$money$in$exchange$for$the$experience$you$offer$
them.$It$doesn’t$make$your$project$any$less$worthy,$but$it$can$help$you$get$funds$
and$traction$to$be$able$to$create$your$next$project,$and$the$next$after$that.$But$
you$need$to$think$hard$about$what$you’re$offering$your$audience.$Will$it$be$worth$
not$only$their$precious$time,$but$also$their$hardMearned$cash?$You$know$what’s$in$
it$for$you,$but$what’s$in$it$for$them?$Have$a$clear$and$convincing$and$realistic$
answer$to$that,$and$you’ll$have$a$much$easier$time$reaching$an$audience,$
garnering$revenue$and$attracting$partners.

12
The0DifPicult0Client0"You"
I’ve$had$a'number'of'epiphanies$over$the$past$few$days,$mostly$because$I’ve$spent$
almost$every$waking$hour$of$those$days$in$the$company$of$a$lot$of$highly'intelligent'
and'creative'people$in$the$form$of$the$participants$of$the$2015$version$of$F/S$
(ForwardSlashStory).
Among$those$epiphanies$a$couple$stood$out,$however,$one$of$them$coming$after$having$
had$a$discussion$about$how'to'address'your'own'work'and'your'own'productions.$
As$I$presented$some$of$the$things$I’ve$been$working$on,$I$felt$more$clearly$than$ever$
before$that$the$projects$that$were$my$own$were$the$ones$that$meant$something$extra.$
They$were$the$ones$that$took$me$further$along$the$path$of$storytelling$and$often$they$
were$the$ones$to$get$more$attention$and$garner$more$accolades$in$the$long$run.
But,$and$I’m$sure$many$of$us$have$been$or$are$in$the$same$situation,$client$work$often$
supersedes$your$own.$Clients$pay$for$your$services$and$skills,$clients$have$proper$
deadlines$and$clients$hold$you$accountable$–$all$which$leads$to$at$least$me$putting$my$
own$stuff$on$the$backburner,$for$”when$I$have$time”.$Only$thing$is,$that$time$never$seems$
to$materialize.
What$struck$me$during$that$conversation$at$that$bar$in$Costa$Rica$was$the'need'to'put'
myself'on'the'same'level'as'my'clients.$I$too$have$demands$and$deadlines.$I$too$can$
hold$myself$accountable$for$my$progress$or$lack$thereof.
What$I’ll$do$henceforth$is$to$sit$down$and$have'client'meetings'with'myself.$I’ll$discuss$
goals$and$mileposts,$I’ll$talk$about$development$direction$and$realistic$schedules,$I’ll$line$
up$deliverables$and$renumerations.$I’ll$draft$a$proper$deal$and$sign$it,$and$I’ll$meet$again$
in$a$couple$of$weeks’$time,$to$make$sure$the$project$is$on$the$right$track.$If$things$need$to$
be$amended,$they$will$be,$but$in$a$proper$manner$and$with$a$plan$for$how$to$rectify$the$
situation.$Conversely,$when$I$overdeliver$or$beat$the$deadline,$I’ll$need$to$Lind$a$way$to$
give$myself$a$bonus…

13
The0NoKPlan0Plan
One$evening$a$couple$of$weeks$ago$I$found$myself$in$deep$conversation$with$a$couple$of$
people.$Hank$and$Julia$and$I$were$discussing$the'notion'of'the'PlanDlife'and'its’'
counterpart,'the'NoDPlan'life,$reLlecting$on$how$the$notion$of$these$two$impacted$our$
own$lives.
The$discussion$continued$sporadically$over$the$next$couple$of$days,$and$the$more$I’ve$
thought$about$it$since$I$got$home,$the$more$I$think$there$is$a$grain$–$or$more$than$a$grain$
–$of$truth$to$the$matter.
Most$of$us$live$PlanMlives.$This$includes$myself,$and$I’ll$readily$admit$that$I’m$more$
comfortable$–$or$perhaps$more$secure?$–$with$a$life$that$has$a$clear$plan$for$the$path$
ahead.$I$know$where$I’m$heading$–$or$want$to$head$–$and$I$know$most$of$the$things$I’ll$
need$to$do$to$get$there.$I$even$have$a$notion$of$what$will$happen$once$I$achieve$what$I’ve$
set$out$to$do.
After$our$conversations$I’ve'increasingly'begun'to'appreciate'the'notion'of'the'NoD
Plan'life.$It’s$something$that$can$be$forced$upon$you$by$external$forces$(just$like$I’ve$felt$
a$pang$of$excitement$when$layMoffs$have$been$in$the$air$at$places$I’ve$worked,$something$
along$the$lines$of$”whee,$I$might$be$FORCED$to$throw$my$life$up$in$the$air$and$Lind$a$new$
track$forward!”).$It’s$something$that$you$can$choose$for$yourself$(quit$your$day$job?)$and$
sometimes$a$combination$of$the$two.
The$thing$is,$there’s'very'little'room'for'newness'in'the'PlanDlife.$While$I$might$very$
well$be$nearing$the$completion$of$what$I’ve$set$out$to$do,$it’s$moving$along$a$preM
planned$path$towards$that$goal,$without$many$external,$nonMplanned$inLluences.
UnMPlanning$your$life$and$your$processes,$however,$will$let'new'variables'in9luence'
everything.$Not$only$is$it$a$bit$scary$–$and$scarier$the$more$you$like$to$have$control$over$
your$life,$like$I$do$–$but$it’s$also$liberating$and$exciting;$not$to$mention$creatively$
rewarding.
The'key,'as'I'see'it,'is'to'9ind'the'balance.$Having$lived$the$UnPlanned$life,$I$feel$there$
needs$to$be$a$moment$when$I$stop$what$I’m$doing,$take$all$the$inLluences$and$variables$
and$contacts$and$notions$and$start$again,$in$the$PlanMlife$way$that$is$guaranteed$to$let$
me$achieve$a$result$within$a$reasonable$amount$of$time.
Let'the'NoDPlan'into'your'life!$And$keep$the$Plan$life$in$your$back$pocket,$to$pull$out$
whenever$you$feel$the$need$to$accomplish$what$you$want$to$accomplish!
...$Hank$had$this$to$say$about$the$post:
I$would$add$a$few$thoughts:$$1.$The$no$plan$is$the$punctuation$in$a$planned$life.$Without$
punctuation$or$parsing,$the$plan$arcs$run$all$together.$2.$$The$no$plan$stage$is$the$$only$
truly$open$and$free$moment$we$have$to$explore$$different$directions.$Usually,$we$are$
following$so$many$plan$arcs$that$our$actions$and$goals$are$highly$circumscribed.$$3.$
Agreed!$Be$open$to$the$NoMPlan,$though$it$is$scary$and$risky.$(edited)
Mark$Harris$also$chimed$in:
Good$post$@simon$and$something$I$struggle$with$a$lot.$Maybe$not$NoMPlan,$but$going$

14
with$the$plan$that$presents$itself,$even$if$different$than$the$plan$I$had$(which$often$
happens$to$me),$kind$of$learning$to$say$yes.$Thoughts$on$this$trickling$into$my$own$
slowlyMdeveloping$post...
...$and$Claire$Marshall$had$this$to$add:
I$don't$think$it$is$a$choice$between$a$Planned$life$and$an$UnMplanned$life$rather$than$you$
need$to$plan$time$for$being$UnMplanned$M$if$that$makes$sense.$It$is$hard$to$manifest$
Serendipity$or$chance$encounters$when$you$always$have$a$place$to$be$and$a$time$to$get$
there.$But$then$just$as$much$if$you$don't$know$what$you$want$or$at$least$the$direction$
how$will$you$see$the$opportunities$that$come$to$you.$I$believe$that$you$should$plan$to$
have$pockets$of$adventure,$and$allow$a$little$bit$of$space$for$the$world$to$surprise$you.$
Now$the$trouble$is$to$be$able$to$do$this$you$need$to$be$able$to$do$a$few$things.$1.$Be$ok$
not$being$busy,$just$wandering,$looking.$This$is$hard$for$most$people$as$we$feel$like$we$
are$'wasting$time'$if$we$are$not$doing$anything$productive.$2.$Be$ok$with$being$on$your$
own.$Zygmunt$Beaumant$at$a$recent$conference$I$went$to$spoke$at$length$about$how$we$
dive$into$our$pockets$for$our$smartphones$the$minute$that$we$are$bored$or$feel$
awkward$in$a$social$situation$and$3.$I$think$we$need$to$be$curious$and$brave.$To$ask$
about$something,$to$be$genuinely$interested$in$what$people$have$to$tell$you,$and$to$ask$
more$questions.$This$has$been$the$one$sure$Lire$way$that$I$have$been$able$to$"manage$
serendipity"$.

15
ForwardSlashStory0–0the0stone0that0sends0the0
ripples
I’ve$been$trying$to$write$down$my$experience$of$attending$F/S$2015$several$times$
already.$It’s$been$difLicult.$Mostly$because$I$feel$what$I$learned$–$or,$rather,$immersed$–$
there$has$yet$to$sink$in$properly.$Sink$in,$and$rise$to$the$surface$again.
I$agree$wholeheartedly$with$what$people$have$written$about$it$to$date;$great$blog$posts$
by$LeeMSean$and$Fan$and$enthusiastic$mentions$on$social$media$from$just$about$
everyone.$The$enormous$luxury$of$spending$time$–$exclusive,$uninterrupted$time$–$with$
magniLicent,$warm$hearted,$brilliant$people,$discussing$the$very$things$that$make$us$all$
tick…$in$a$way$I$only$feel$how$unique$the$experience$was$now$in$hindsight.$A$couple$of$
weeks$ago,$in$Nosara,$Costa$Rica,$I$was$too$busy$living$it.
I’ve$written$a$couple$of$small$posts$about$things$that$came$to$mind$during$discussions$
there.$I$thought$I’d$give$it$a$shot$in$this$post$to$brieLly$list$some$things$that$pop$out$of$my$
notebook$when$I$read$my$notes$from$those$few$days.$These$are$not$in$any$kind$of$order,$
but$they$are$things$that$have$been$coming$to$the$fore$again$and$again$during$the$past$
couple$of$weeks.
Empathy$was$such$an$important$word$during$many$of$the$different$talks.$Feeling$
empathy,$conveying$empathy,$fostering$empathy…$using$empathy$as$a$driving$force$to$
create$desired$actions.$By$acknowledging$and$supporting$our$own$empathy,$we$can$
reach$a$deeper$understanding$with$those$we$wish$to$share$our$stories$with.$I$was$
introduced$to$the$Inzovu$curve,$which$is$an$interesting$way$of$visualizing$a$method$to$
create$a$certain$impact$and$show$a$way$forward.
A$method$that$sounded$inLinitely$interesting$was$that$of$breaking'up'something,$give$
the$pieces$to$the$audience$and$then$let'them'piece'it'together$as$they$see$Lit.$This$goes$
against$much$of$my$professional$experience$–$from$TV,$radio,$publishing$–$where$nearM
full$control$has$been$the$desired$modus$operandi.$And$that,$in$my$mind,$is$what$makes$
this$a$very$exciting$way$of$operating.$Not$to$mention$that$it$directly$turns$what$has$been$
an$audience$into$something$else,$something$much$more$exciting.
That$storytelling$is$one$thing,$but$storymaking$is$quite$something$else$also$became$
abundantly$clear.$There$has$been$a$lot$of$talk$on$storymaking,$especially$in$marketing,$
over$the$past$year.$Just$like$a$lot$of$other$buzzwords$in$the$Lield$I$feel$that$this$term$also$
carries$a$lot$of$potential$for$all$kinds$of$storytellers,$as$long$as$we’re$able$to$look$beyond$
the$hype$and$into$the$heart$of$the$matter,$the$core$principles$of$–$in$this$case$–$
storymaking.
I$found$the$notion$of$looking$at$stories$as$pure$evidence'of'what'issues'really'matter'
to$people$a$fresh$one.$For$me,$in$the$enormous$Llood$of$content$we’re$surrounded$by$
daily,$to$observe$and$nurture$the$stories$that$do$take$hold,$that$do$resonate,$that$do$gain$
a$following$and$that$do$get$shared$and$retold,$gives$us$a$lot$of$food$for$thought$regarding$
what$things$really$do$matter$to$people$today.
Using$games,$not$for$the$sake$of$gaming$or$as$an$attractive$vehicle$to$entice$people$to$
enter$your$story$world,$but$as$a'way'of'getting'them'to'move'from'their'”regular”'
state'into'a'play'state,$that’s$another$very$good$way$of$looking$at$your$projects.$In$a$

16
play$state,$people$are$more$ready$to$experiment,$to$achieve$goals,$to$abandond$their$
shells$in$favor$of$interaction…$just$the$kind$of$active$audience$member$we$would$all$like$
to$have.$This$is$one$approach$I’ll$be$trying$out$for$sure.$Just$as$long$as$the$project$knows$
how$to$harness$that$playMstate,$once$achieved…
There$is$no$need$for$an$answer,$or$even$many$answers.$As$long$as$we$are$able$to$hand$
our$listeners$and$readers$and$watchers$a'really'good'question,$that$is$enough$–$and$
more$than$enough.
To$start$development$work$on$a$story$with$the'designing'of'a'game$is$a$novel$approach$
that$I’d$be$eager$to$try$out.$With$that$game$–$in$whatever$form$and$shape$it$emerges,$be$
it$a$paper$board$game$or$something$else$–$in$the$hands$of$yourself$and$other$people,$
there$then$exists$the$possibility$to$create$your$story$based$on$the$reactions$and$actions$
of$the$people$playing.$Seeing$the$world$–$and$your$work$–$through$someone$else’s$eyes$
is$often$crucial$in$order$to$have$any$hope$of$reaching$a$full$potential,$and$this$would$
stand$a$chance$of$making$that$possible.
….$there$are$many$other$notes$on$PostMIt$notes,$in$notebooks$and$WordMLiles,$but$I$think$
I’ll$get$to$them$in$due$time.$As$a$Linal$note,$a$massive$thank$you$to$all$who$participated,$
talked,$discussed$and$shared$openly$and$warmly.$If$I$could$wish$for$something$for$my$
future,$it$would$be$for$many$more$opportunities$like$this$one.$And$my$deepest$thanks$to$
Christy$and$Lance,$who$made$it$all$possible.
...$and$if$anyone$is$planning$on$visiting$the$west$coast$of$Costa$Rica,$I$can$wholeheartedly$
recommend$the$Sunset$Shack$and$the$Harmony$Hotel,$the$venues$we$were$located$at.$
Beautiful$places$and$great$people.

17
The0Great0Narrative
Over$the$summer$I’ve$actively$tried$to$avoid$doing$what$I’ve$been$doing$for$the$past$
couple$of$decades$–$craft$stories,$design$and$produce$them$and$tell$them$to$an$intended$
audience.$I’ve$found$that$I$tend$to$absorb$myself$in$my$own$projects$to$quite$an$extent,$
and$in$turn$have$found$it$difLicult$to$Lind$the$time$to$take$part$of$other$stories,$however$
interesting,$timely$or$urgent$they$may$be.
This$summer$I’ve$put$almost$everything$on$the$shelves$and$concentrated$on$not$being$
the$producer$but$rather$the$consumer.$I$will$admit,$it$has$been$a$bit$of$an$alarming$
experience.
The$prevailing$narratives$–$large$and$small$–$are$a$constant$worry$on$the$mind.$If$it’s$not$
ISIS$and$terrorism,$it’s$#BLM$and$shootings,$or$failing$integration$projects,$nationwide$
bankruptcies,$a$consistently$widening$gap$in$income$and$wealth$distribution,$an$ecology$
and$a$climate$on$the$verge$of$upheaval…$We$are$constantly,$unendingly,$bombarded$with$
apocalyptic$messages,$which$in$an$unrelenting$battle$for$clicks$get$blown$up$and$
scandalized$into$every$extreme$possible.
I$know,$this$is$not$news$to$anyone$who$has$access$to$even$the$most$feeble$of$news$
sources.$We$all$experience$this,$daily,$and$handle$it$in$different$ways$–$some$get$worried,$
some$get$angry,$many$have$developed$a$highly$reLined$sense$of$indifference,$a$few$take$
what$action$they$deem$appropriate$and$necessary.
But$I$have$an$increasing$feeling$–$perhaps$even$conviction$–$that$we$as$storytellers$have$
a$great$responsibility$as$a$part$of$the$larger$picture.$I$believe$it’s$time$for$us$as$
storytellers$to$evolve$–$or$rather,$evolve$our$thinking.$I$read$an$article$that$the$voices$of$
the$world$are$dying,$as$large$parts$of$biological$ecosystems,$previously$teeming$with$life,$
are$becoming$increasingly$monotone,$if$not$outright$silenced.$And$the$voices$that$are$
left$in$the$world$are$either$screaming$in$agony$or$busy$greasing$the$wheels$of$hundreds$
of$years$of$enterprise$–$be$it$in$the$form$of$progress,$of$globalization,$of$gadgetry,$of$
startups$or$something$similar.
The$emptiness$at$hand$is$something$we$need$to$address.$We$need$to$Lill$it$with$stories$–$
stories$that$point$to$and$lead$the$way$to$a$time$and$place$where$the$old$voices$are$
welcomed$back.$Yes,$this$is$a$future$where$there$is$sustainability$in$the$world.$Yes,$it’s$a$
world$less$hungry$for$what$passes$as$”success”$today,$less$focused$on$monetary$gain.$
Yes,$it’s$a$future$where$what$counts$as$a$”good$life”$has$been$reMimagined.
As$events$become$stories,$these$stories$eventually$turn$into$legend,$the$legends$become$
myths,$and$in$time,$ingrained$truths,$taken$for$granted.$But$we$need$to$start$telling$these$
stories$in$the$Lirst$place,$for$the$chain$to$remain$unbroken.$The$canvas$we’re$all$painting$
on$is$the$fate$of$humanity.$So$the$questions$I’m$pondering$now$are$–$what$stories$do$we$
tell?$How$do$we$make$them$convey$hope,$how$do$we$turn$them$into$something$that$
guides$the$way$to$an$imagined$future$where$we$stand$a$chance?$Is$it$even$possible?

18
Get0Ready0To0Do0A0Dark0Detour
Last$year$Steve$Peters$and$Alison$Norrington$launched$the$Lirst$installment$of$Dark$
Detour,$a$Halloween$multiplatform$ghost$story$that$gained$a$considerable$amount$of$
interest$as$well$as$eager$participants.$This$year$they're$back,$bolstered$by$the$addition$of$
Jenni$Powell$and$with$a$new$rabbit$hole$to$dive$into,$called$"All$That$Glitters".$I$caught$
up$with$the$trio$to$ask$them$some$pertinent$question$about$this$years$project$(which$is$
successfully$crowdfunding$over$at$IndieGoGo,$now$looking$to$unlock$some$stretch$
goals):
So,'what'made'you'decide'to'do'a'season'2'of'Dark'Detour?'What'were'your'9inal'
experiences'of'season'one'and'what'conclusions'did'you'draw'from'the'process'
and'the'outcome?
Alison:$We'd$always$planned$to$make$Dark$Detour$an$annual$event$M$an$anthology$if$you$
like,$but$we$wanted$to$see$how$things$played$out$last$year$before$we$made$any$promises$
or$announcements.$$Our$Linal$experiences$of$Season$One$was$that$we$were$excited$to$
deliver$a$story$in$real$time$over$social$media,$that$ARGs$are$far$from$dead,$that$Steve$is$
awesome$at$creating$puzzles$and$that$working$across$2$timezones$really$works$for$us!
Steve:$I$considered$Season$1$a$success,$and$I$think$we$stumbled$onto$a$unique$way$to$tell$
a$story$that$I$hadn't$quite$seen$before.$We$really$tried$to$do$things$in$a$way$as$to$be$
accessible$to$as$many$people$as$possible,$and$people$sure$seemed$to$have$fun$in$the$
process.$We$wanted$to$crowdfund$again$this$year$partly$to$gauge$interest$as$well,$plus$
we$wanted$to$grow$our$audience$as$compared$to$last$year.
Jenni:$I$have$the$unique$experience$that$I$was$actually$a$participant$in$season$1$and$now$
I$get$to$go$behind$the$curtain$and$experience$that$in$season$2.$$It$gives$me$an$
opportunity$to$give$the$player$point$of$view$in$order$to$help$us$make$season$2$an$even$
stronger$experience.$$I$also$have$a$lot$of$interactive$storytelling$experience$myself$from$
my$work$on$The$Lizzie$Bennet$Diaries$and$The$New$Adventures$of$Peter$and$Wendy.
When'we'discussed'this'second'season'earlier,'you'mentioned'adopting'a'new'
take'on'crowdfunding?'Would'you'care'to'elaborate'D'what'kind'of'a'new'take,'and'
why?''
Alison:$We$were$inspired$by$Elan$Lee's$gamiLication$spin$on$the$crowdfunding$process$M$
where$retweets$and$challenges$added$community,$not$directly$equating$to$more$
funding,$but$to$more$fun!
Steve:$Well$our$new$take$really$concerns$the$stretch$goals.$Once$we$hit$our$goal$(a$few$
days$ago),$I$blatantly$stole$Elan$Lee's$Exploding$Kittens$mechanic$in$that$we$didn't$ask$
for$more$money$from$people$we'd$already$gotten$money$from,$but$instead$asked$them$
to$do$things$that$a)$were$fun;$b)$were$free;$and$c)$helped$spread$the$word$and$get$more$
people$involved.
Last'year'the'two'of'you,'Alison'and'Steve,'did'the'project'between'the'two'of'you.'
What'made'you'expand?
Alison:$A$few$things!$$Workload$of$course$M$we$both$worked$a$ton$of$additional$
unexpected$hours$on$Dark$Detour$last$year,$but$we$wanted$to$bring$in$Jenni$Powell$and$

19
Nick$Tierce$because$we$know$they$will$bring$some$fun$creative$muscle$too.
Steve:$Reality!$Alison$and$I$wore$ourselves$ragged$last$year,$so$we$wanted$to$not$only$
divide$and$conquer$the$workload$a$little$better$this$time,$but$also$sought$out$people$we$
knew$could$bring$really$creative$things$to$the$table.$It's$a$win/win/win/win.$:)
Jenni:$We've$actually$doubled$the$team$and$I$think$that's$going$to$help$so$much.$$Pretty$
early$after$the$conclusion$of$season$1,$I$reached$out$to$Steve$and$offered$myself$up$as$
help$as$I$know$how$much$work$these$can$be$and$felt$I$could$be$a$big$asset...I$guess$they$
agreed$and$here$I$am!$$:)
Care'to'lift'the'lid'on'the'project'a'little'bit?'What'can'we'expect?'You’ve'
mentioned'a'Nordic'twist'D'how'will'that'play'out?
Alison:$Oh$yes,$there's$a$Nordic$twist!$$Last$year$our$story$was$set$in$US$M$a$journey$from$
NY$to$LA.$$$We've$brought$the$story$to$the$English$moors$this$year$but$have$sprinkled$a$
distinct$Scandinavian$Llavour$M$one$of$our$main$characters$and$some$very$real$
mythology$can$be$expected!
Steve$:$There$may$be$luteLisk.$That's$all$I'm$gonna$say$:)
You$can$expect$us$to$use$some$new,$different$platforms$to$tell$our$story$this$time$around.$
Plus,$we$have$some$more$spooky$social$media$tricks$up$our$sleeve$that$I$can't$divulge.
Jenni:$Seeeeeeeeecrets.
Final'question'D'why'should'I'as'a'viewer/user'engage'in'this?'And'how'do'I'do'it?''
Alison:$Firstly$we'd$love$you$to$join$our$community.$$Facebook$is$the$primary$place$to$
like$us$and$then$if$you$could$help$us$reach$our$stretch$goals$and$unlock$Jay$Bushman$(as$
a$Lirst)$we'd$be$super$excited!$$Then$you$simply$need$to$follow$our$main$characters$
social$media$accounts$M$still$to$be$announced.$$If$you$like$jumping$into$rabbitholes,$All$
That$Glitters$is$for$you$M$there'll$be$some$demystifying$and$Liguring$out$to$be$done$over$
the$4$days$that$we're$'live'..$$Is$'live'$the$right$word??......
Steve:$You$should$take$part$if$you$like$fun,$interactive$stories$that$feel$like$they're$
actually$taking$place$in$the$same$world$you$live$in.$Because$all$you$do$is$follow$a$few$
people$on$social$media,$the$story$will$come$to$you$the$same$way$all$your$friends'$stories$
do,$which$makes$it$feel$pretty$real.$Plus$you$never$know$when$they$might$reach$out$and$
interact$with$you$on$a$oneMtoMone$basis.
To$take$part,$go$to$darkdetour.com$and$register.$Then,$when$Halloween$approaches,$
we'll$email$you$to$let$you$know$who$to$follow/friend$etc.$That's$it!
Jenni:$And,$you$know,$how$often$do$you$get$to$get$together$with$a$group$of$people...some$
friends,$some$strangers...to$help$move$a$story$along$in$a$way$that$your$actions$have$real$
effect?$$For$a$week,$you$get$to$step$outside$your$normal$routine$and$dive$into$other$
people's$lives$and$experiences$and$actually$have$a$real$impact?$$There$truly$is$nothing$
quite$like$it.

20
The0art0of0Pinding0an0audience
Almost$to$the$day$a$year$ago$I$wrote$a$post$on$audience$engagement,$talking$about$Live$
points$I$believe$are$essential$when$it$comes$to$reaching$the$point$of$meaningful$
interaction$with$an$engaged$audience,$and$the$harnessing$of$that$power$in$the$long$run.
I$still$stand$by$my$points$from$that$post,$nothing$has$changed$in$that$regard.$But$this$
post$has$come$about$as$a$direct$result$of$a$number$of$workshops$and$consultations$I’ve$
done$over$past$year$or$so,$which$have$led$me$to$the$conclusion$that$we$need$to$realize$
some$very$crucial$things$about$our$audience$to$begin$with.
I’ve$talked$with$and$consulted$on$a$number$of$projects$and$programs,$where$the$
audience$has$been$a$part$of$the$equation.$But$unfortunately,$many$times$the$audience$
has$been$a$fairly$theoretical$part$of$the$equation.$It$has$become$apparent$that$many$who$
start$out$creating$content,$producing$a$campaign$or$a$project$or$looking$to$distribute$
what$they’ve$created,$have$a$skewed$notion$of$who$their$audience$is,$leading$to$misLiring$
attempts$to$gain$traction$and$,$in$the$end,$wasted$time$and$resources.
This$has$been$the$case$for$Liction$franchises$I’ve$evaluated,$innovative$apps$I’ve$
consulted$on,$even$longMrunning$TV$properties.
To$be$able$to$consult$these$and$future$clients$better,$I’ve$started$looking$into$different$
ways$of$actually$Linding$out$who$your$audience$is$and$who$you$should$target$initially$as$
well$as$in$the$long$run.$One$solution$I$am$in$the$process$of$evaluating$is$taken$from$the$
world$of$User$Centered$Design$and$marketing$–$the$building$of$personas$and$the$most$
adequate$way$of$using$these$for$a$storytellingMbased$property.
There$is$an$abundance$of$litterature$and$web$sites$dedicated$to$the$building$of$personas$
–$i.e.$”$Pictional0characters0created0to0represent0the0different0user0types0that0might0use0a0
site,0brand,0or0product0in0a0similar0way”$–$which$has$become$a$cornerstone$in$User$
Centered$Design$processes.$I$feel$it$is$a$method$well$worth$looking$into$for$anyone$
starting$out$creating$content,$no$matter$what$kind$of$content$it$is$.
The$Lirst$step$would$be$to$carefully$construct$your$personas.$Who$will$be$interested$in$
your$franchise?$What$kind$of$people$are$they?$What$are$their$goals,$their$needs,$their$
hopes,$their$wishes?$How$technologically$advanced$are$they?$What$will$make$them$
interact,$what$will$turn$them$away$from$your$content?$As$I$said,$there$are$many$sites$
online$ready$to$assist$you$in$creating$the$right$personas$for$your$speciLic$project.$What$
you$need$to$do$is$think$beyond$the$marketing$needs$of$most$personaMbuilding$advice$
and$tweak$them$to$suit$your$longMterm$storytelling$needs.
My$advice$would$then$be$to$take$this$all$a$bit$further.$When$you$know$what$your$
different$personas$are$like$–$what$they$are$likely$to$engage$themselves$in,$what$they$are$
likely$to$share$on$social$media$and$so$on$M$the$next$step$is$to$conduct$some$research.$
Where$are$these$personas$IRL?$Where$can$you$Lind$people$that$are$the$most$like$your$
personas?$Where$do$they$live,$what$do$they$do?$How$much$alike$are$they$to$your$
personas,$and$in$what$ways$do$they$differ?$And$what$impact$do$these$differences$
potentially$have?$Which$of$them$have$a$following$online$already$and$could$have$the$
potential$to$become$beacons$for$your$narrative?
As$a$natural$followMup$to$this$M$Lind$who$these$people$interact$with,$why$and$how.$This$

21
will$give$you$valuable$information$as$to$how$you$could$frame$and$voice$your$own$
campaign$and$your$own$content.$Let$this$knowledge$and$these$conclusions$inLluence$
how$you$approach$your$intended$audience$–$basically,$mimic$their$behaviour$and$
output,$tweaked$to$suit$your$own$content$and$narrative,$observe$what$happens$and$
draw$your$conclusions$–$how$could$the$output$be$tweaked?$What$kind$of$reactions$did$
you$get?$How$did$people$engage,$and$did$you$reach$the$intended$target$groups?
This$is$the$approach$I$will$be$taking$with$a$couple$of$the$projects$I’m$involved$in$at$the$
moment.$I’ll$post$any$future$Lindings$regarding$the$use$of$personas$on$this$blog,$but$I$
would$dearly$like$to$hear$your$thoughts$on$the$matter.$Have$you$tried$using$personas$in$
the$way$described$above,$or$a$similar$way?$How$did$it$work$out$for$you?$What$were$the$
pitfalls$and$the$key$aspects?

22
Think0inside0your0boxes0K0Pind0new0ways0to0
reach0and0engage0an0audience
Last$week$I$read$a$good$post$by$Jay$Bushman$on$”6$expert$tips$for$multiplatform$content$
creators”.$One$of$the$points$stood$out$to$me$in$particular$–$the$need$to$throw$out$the$
manual$and$think$in$new$ways$regarding$platforms$and$tools$and$possibilities.$For$Jay,$
this$is$about$looking$at$platforms$in$new$ways$and$about$using$different$platforms$in$
ways$they$were$not$necessarily$intended$to$be$used$in.
The$more$I$think$about$applying$this$to$my$own$work$and$projects$I$consult$on,$the$
more$I$believe$that$for$me$it’s$about$starting$this$train$of$thought$way$earlier$than$that.
At$the$beginning$of$any$project$there$is$(hopefully)$a$solid$story$waiting$to$be$told$and$
explored.$Most$often,$this$story$also$has$a$main$platform$it’s$attached$to$–$if$it’s$a$book,$a$
movie,$a$web$series,$a$graphic$novel,$an$online$experience$or$something$else.$If$it’s$
developed$in$true$multiplatform$or$transmedia$mode,$it$also$has$a$suitable$number$of$
other$possible$–$or$even$probable$–$platforms$to$spread$the$story$out$on$or$continue$
afLiliated$stories$on.
What$I$feel$would$be$beneLicial$would$be$to$take$this$initial$story$and$port$it$to$other$
media.$Not$necessarily$for$actual$production,$but$for$the$added$value$of$looking$at$the$
content,$the$narrative,$in$another$light,$and$see$which$new$avenues$open$up.
For$instance,$if$you$reMimagine$your$book$as$an$online$chooseMyourMpath$adventure,$you$
will$be$confronted$with$several$challenges.$How$do$you$hook$your$audience?$What$does$
a$user$journey$look$like?$How$would$you$hope$to$achieve$virality?$What$happens$when$
the$user$reaches$the$end$of$the$experience$–$where$do$you$point$them.
The$experience$of$this$mental$excercise$can$be$directly$taken$back$to$the$initial$property$
and$be$used$to$enhance$the$offering$the$book$consists$of.
Vice$versa$–$if$you$have$an$online$experience$you$want$people$to$engage$in$and$interact$
with,$try$to$port$it$into$a$movie$script.$You’ll$soon$be$confronted$with$the$traditional$
challenges$of$building$a$credible$narrative$that$will$keep$your$audience$interested$and$
engaged$for$a$couple$of$hours$at$the$least.$This$material$can$then$be$taken$straight$back$
to$the$online$experience$you$want$to$produce$and$be$used$to$inLluence$the$narrative$to$
make$it$more$engaging$and$exciting.
I$could$give$a$number$of$other$examples,$but$I$think$you$get$the$general$idea.$In$short,$I$
believe$we$shouldn’t$simply$think$outside$the$box$–$we$should$instead$carry$all$possible$
boxes$with$us$in$our$toolbox,$and$put$our$ideas$in$one$box$at$a$time$and$see$how$the$
boxes$inLluence$how$we$view$our$content.

23
The0Great0Narrative0pt0II
Some$weeks$ago,$having$just$returned$from$summer$vacation,$I$wrote$a$piece$on$what$I$
termed$”The$Great$Narrative”.$My$point$was$simply$that$stories$matter,$and$the$stories$
we$choose$to$tell$and$the$way$we$choose$to$tell$them$matter$even$more.$This$goes$
doubly$for$the$world$of$today,$when$the$stories$we$are$bombarded$with$are$many$times$
negative,$infuriating,$saddening$or$despairMinducing.
We$as$storytellers$have$a$duty.$We$have$to$be$part$of$the$nurturing$facets$of$humanity.$
We$need$to$create$stories$that$lead$to$the$kind$of$society$we$would$want,$for$us,$for$our$
children$and$for$generations$to$come.
If$all$we$tell$are$stories$of$catastrophes$and$desperation$and$atrocities,$if$all$we$look$for$
are$more$clicks$and$more$trafLic$and$more$engagementMbasedMrevenue,$our$road$
forward$becomes$increasingly$narrow$until$the$narrative$of$us$–$i.e.$the$Great$Narrative$I$
talked$about$earlier$–$withers$and$dies$in$a$commodiLied$spasm$of$anguish.
I’ve$talked$to$some$people$in$the$month$since$I$wrote$the$last$post$on$the$Great$
Narrative,$people$who’ve$approached$me$with$theories$and$projects$and$ideas$and$
suggestions,$and$it$all$gives$me$hope.$If$we$can$turn$the$tide,$at$least$to$some$extent;$if$
we$can$tell$the$great$stories,$the$inspiring$stories,$the$stories$that$make$us$look$up$into$
the$sky$in$wonder…$if$we$can$do$that,$and$at$the$same$time,$why$not$employ$the$same$
crafts$used$to$enhance$the$more$chaotic$stories$in$the$world$today$and$do$it$combined$
with$engagement$strategies$and$actionable$contact$points$and$long$tail$thinking,$then$I$
can$start$hoping.
I$read$a$great$piece$on$storytelling$over$at$the$Daily$Beast$today,$looking$at$how$we$
employ$storytelling$throughout$our$years,$and$how$stories$and$storytelling$can$”$give$
clarity,$purpose,$and$strength$to$those$whom$we$will$one$day$leave$behind”.$Yes,$indeed$
–$but$what$stories$we$do$tell,$and$what$consequent$impact$they$have…$that$is$all$up$to$
us.

24
Using0the0user0K0developing0content0in02015
I$wrote$a$post$a$couple$of$weeks$ago$endorsing$the$building$of$personas$as$a$tool$for$
content$creators.$I$had$a$number$of$positive$responses$to$the$post,$from$people$in$the$
academic$world$as$well$as$people$from$the$creation$side$of$the$content$business.$Since$a$
major$reason$I$got$in$touch$with$personas$as$a$tool$to$begin$with$is$our$close$
relationship$with$the$User$Experience$laboratory$at$MediaCity$Finland,$I$thought$I’d$
share$another$tool$–$or,$rather,$method$–$that$is$very$common$in$a$number$of$Lields,$but$
to$my$knowledge$not$yet$to$any$greater$extent$in$the$content$creation$Lield,$not$even$
when$talking$about$multiplatform$or$transmedia$projects.
User$Centered$Design$is$–$to$quote$Wikipedia$–$a$method$or$framework$of$processes$in$
which$”the$needs,$wants,$and$limitations$of$end$users$of$a$product,$service$or$process$
are$given$extensive$attention$at$each$stage$of$the$design$process.
This$is$obviously$a$very$handy$process$when$producing,$say,$a$web$shop,$as$these$
criteria$are$of$the$utmost$importance$for$your$users$and$your$customers$to$have$as$
smooth$and$intuitive$an$experience$as$possible.
I$would$strongly$recommend$anyone$actively$involved$in$creating$and$developing$
content$for$an$audience$to$investigate$UCD$processes$in$greater$detail.$What$I’ve$found$is$
that$it$complements$the$more$traditional$development$processes$in$a$very$good$way.$For$
me,$the$greatest$beneLit$about$adapting$a$UCDMbased$approach$to$my$projects$is$that$it$
forces$me$to$narrow$down$the$options$and$the$possibilities$to$the$select$few$that$are$the$
very$best$ones$when$it$comes$to$reaching$an$intended$audience,$enganging$them$in$the$
intended$way,$validating$their$participation$and$following$up$with$the$scope$of$the$long$
tail.
This$can$of$course$be$done$in$a$number$of$ways$–$coMcreationally,$or$with$the$help$of$
deep$interviews$and$so$on.$The$ISO$standard$for$the$design$of$interactive$systems$has$six$
key$principles$to$ensure$the$design$is$userMcentered:
1. The$design$is$based$upon$an$explicit$understanding$of$users,$tasks$and$
environments.
2. Users$are$involved$throughout$design$and$development.
3. The$design$is$driven$and$reLined$by$userMcentered$evaluation.
4. The$process$is$iterative.
5. The$design$addresses$the$whole$user$experience.
6. The$design$team$includes$multidisciplinary$skills$and$perspectives.
Now,$if$we$translate$this$into$content$creation$and$development,$we$start$to$approach$
interesting$areas.$As$these$are$methods$inLinitely$suitable$for$the$interactive$and$
transmediated$concepts$and$projects$of$today,$when$we$need$to$make$sure$the$narrative$
on$all$platforms$not$only$Lits$logically$together$but$also$approaches$and$entices$the$
audience$in$a$way$that$achieves$precisely$the$right$reaction$and$engagement,$involving$
the$target$audience$–$the$end$user$–$from$the$very$beginning$is$a$powerful$tool.

25
The0storyteller0evolved0K0the0Pluid0and0
authentic0validator
Last$week$I$had$the$pleasure$of$talking$at$the$Documentary'Campus'Masterschool'in$
Cologne.$I’d$been$asked$to$speak$about$things$transmedia$(which$is$a$term$I$still$Lind$
myself$using,$not$for$pitching$but$deLinitely$in$my$own$development$work)$and$
multiplatform,$and$how$to$use$these$methods$and$ways$of$thinking$to$engage$with$an$
audience$in$a$fruitful$way.$I$thought$I’d$share$part$of$what$I$was$talking$about,$which$ties$
into$things$I’ve$written$about$earlier$on$this$blog.$They$were$true$then,$at$least$to$me,$
and$they$still$are.$Three$$things$I$talked$about$were$Lluidity,$authenticity$and$validation:
FLUIDITY
“The0art0of0consciously0letting0go0of0traditional0rigidness0and0purposefully0embracing0the0
Plow0of0the0stories0and0the0volatile0nature0of0the0audience.”
Fluidity$is$the$art$of$moving$with$the$Llow$of$the$story.$I’m$from$a$traditional$media$
background$and$I$know$the$comforting$security$of$working$against$a$deadline$and$
having$a$set$launch$date$or$a$broadcast$spot,$and$then$you’re$Linished$with$your$
program$or$your$show$and$it’s$broadcast$and$then$you$move$on$to$the$next$thing.
It’s$very$reassuring,$very$stable$and$very$nice.
Now$I$believe$we$need$to$be$more$Lluid$regarding$our$content$and$our$approach$to$our$
audience.$We$know$what$we$want$to$create,$but$if$we$know$our$audience$and$who$we$
want$to$reach$and$affect$with$our$content$and$our$stories,$we$need$to$keep$alive$the$
possibility$to$react$to$things$that$are$happening$around$us.$Transmedia$storytelling$can$
help$with$this!
See$–$if$we’ve$applied$transmedia$storytelling$methods$to$our$project$from$the$
beginning,$we$have$done$some$things.$We$have
• described$the$world$our$story$exists$in,$the$world$that$makes$up$the$foundation$
of$the$story$we’re$trying$to$tell$in,$for$instance,$our$documentary.$We$know$the$
rules$of$this$world,$the$characters$(also$the$ones$not$appearing$in$our$main$piece$
of$content),$their$motivations,$the$environment$–$all$the$things$that$are$not$told$in$
the$documentary
• drawn$up$some$plans$about$other$stories,$parallel$to$the$main$one$in$the$
documentary,$that$can$be$told$from$other$parts$of$the$world$we’re$describing;$
perhaps$on$other$media$platforms,$perhaps$in$other$ways
• analyzed$our$main$target$group$and$know$some$things$about$what$platforms$
they’re$on$–$are$they$predominantly$NetLlixing$content$or$do$they$watch$
broadcast$TV$as$well?$Can$we$reach$them$on$social$media,$and$how$in$that$case?$
What$are$their$interests$and$their$motivations?$What$engages$them?
All$of$this$allows$us$to$be$more$9luid$and$more$able$to$respond$to$movement$among$our$
target$groups.$If$someone$takes$part$of$what$we’re$talking$about,$cuts$it$out$from$
context,$puts$it$together$with$other$sentiments$and$starts$an$eager$discussion$about$
that,$we$can$use$one$of$the$other$story$lines$we’ve$been$thinking$about$to$tell$another$

26
facet$of$the$same$issue,$reclaiming$the$narrative$and$guide$the$discussion$in$a$desired$
way.$In$essence,$Lluidity$is$what$gives$us$a$Lighting$chance$of$retaining$some$semblance$
of$control$over$the$narrative.
AUTHENTICITY
“The0art0of0staying0true0to0oneself0and0one’s0core0message0in0all0aspects0of0communication0
and0interaction.”
Authenticity$is$another$extremely$important$word$to$take$into$consideration.$Be$who$
you$are,$no$matter$what$you$are.$Insincerity$shines$through,$as$does$trying$to$hide$
something.$You$don’t$have$to$be$a$doMgood$nonproLit$organization,$you$don’t$have$to$be$
Mother$Teresa,$you$don’t$even$have$to$be$very$likable$–$just$as$long$as$you$keep$your$
authentic$voice$constant$on$all$media$and$in$all$communication,$so$as$not$to$give$
conLlicting$impressions$to$the$audience$and$give$them$reason$to$doubt$that$you$are$who$
you$say$you$are.
The$world$is$full$of$companies$trying$to$be$something$they’re$not$on$social$media,$and$
making$fools$of$themselves$when$they$are$caught$out…$so$we$should$agree$to$simply$
don't!
VALIDATION
“The0habit0of0acknowledging0the0audience0and0their0engagement,0of0celebrating0their0
loyalty0and0involvement,0and0of0basing0this0on0a0sound0strategy.”
The$third$one,$validation,$is$as$important$as$any$of$the$others.$I$know$that$I’ve$wanted$
to$produce$my$content,$publish$it$–$on$TV,$online$or$whereever$–$and$be$done$with$it.$
Yeah,$sure,$I$can$talk$about$it$with$people$and$accept$awards$for$it$an$so$on,$but$on$the$
whole,$when$I’ve$come$up$with$something,$produced$it$and$distributed$it,$I’m$done$with$
it.
Not$anymore$though.$If$we$manage$to$create$something$that$engages$people,$and$we’ve$
managed$to$retain$Lluidity$and$autheticity,$and$we’ve$even$managed$to$come$up$with$a$
great$plan$for$interaction$and$engagement,$we’ve$embedded$brilliant$calls$to$action$in$
the$narrative,$and$we’ve$gotten$people$to$actually$commit$themselves…$then$we$need$to$
be$prepared$to$validate$their$engagement.
We$need$to$have$strategies$in$place$for$how$to$celebrate$everyone$who$engages$
themselves$in$our$narrative.$Is$it$enough$with$a$Facebook$”like”?$Do$we$need$to$
acknowledge$them$and$then$challenge$them$further$–$if$they$want$to$engage$themselves$
further?$How$do$we$showcase$their$engagement$to$other$people?$And$how$do$we$retain$
our$authenticity$and$Lluidity$throughout$this$process?
Our$content$is$moving$to$a$future$when$it$is$becoming$a$long$term$engagement$…$for$
good$and$for$bad.
TL:DR:'
The$audience$is$changing$and$there’s$no$turning$back
The$competition$for$attention$is$Liercer$than$ever

27
Transmedia$storytelling$can$help$us$Lind$ways$to$reach$and$engage
CHECKLIST'FOR'PRODUCERS
• Look$at$the$world$of$your$narrative$–$what$other$voices$can$you$Lind?
• Think$about$your$audience$–$research$them$–$where,$what$and$how?
• Strive$for$Lluidity,$authenticity$and$to$validate$and$celebrate$your$audience

28
THE0INTERVIEWS
Try$as$I$might,$there$is$no$way$for$me$to$keep$up$with$everything$happening$in$the$world$
of$media,$cross$media,$transmedia,$now$media,$experience$design$or$whatever$else$we$
want$to$call$the$whirlwind$of$content$and$audience$engagement$projects$and$new$
platforms$and$old$platforms$in$new$contexts$(and$everything$else)$that$we’re$seeing$
today.$
I’ve$also$come$to$realise,$for$quite$some$time$now,$that$the$world$is$Lilled$with$people$
more$innovative$than$me,$smarter$than$me,$more$eloquent$than$me$and$more$
knowledgeable$than$me.$
From$the$outset$of$this$series$of$publications$I$have,$therefore,$strived$to$be$able$to$
include$a$number$of$interviews$with$people$who$are$in$one$way$or$another$outstanding$
in$their$chosen$Lields.$Through$their$eyes$and$their$thoughts$we$can$view$the$world$from$
a$number$of$different$angles.$
This$year$I’ve$asked$some$persons$about$their$2015,$their$hopes$for$2016,$what$projects$
and$people$they’ve$come$across$that$have$been$inLluential,$interesting$or$inspiring,$and$
how$they’d$advice$us$to$best$keep$abreast$of$what’s$happening.$With$a$big$thanks$to$
Siobhan,$Michael,$Rob,$April,$Ken,$Christine,$Nick,$Louisa,$Marc,$Jeff,$Caitlin,$Lance$and$
Trevor,$here$are$the$interviews.

29
Siobhan0O’Flynn
In#your#teaching#and#advisory#capacity,#where#do#you#see#that#people#in#the#media#industry#
(and#people#coming#into#it)#are#heading?#Where#will#they#end#up#in#;ive#years#<#jacks#of#all#
trades,#specialists,#something#else?
So$I$want$to$preface$by$giving$a$snapshot$of$where$my$thinking$is$coming$from$as$indiividually$
our$mindset$/$framework$creates$a$keyhole$effect$on$what$we$see$and$think,$and$how$we$engage$
with$anything.$We$see$through$the$framework$of$our$experience$and$in$the$academic$space,$
through$the$discipline(s)$we$work$in.$$I’m$in$the$midst$of$writing$a$book$on$the$impact$of$digital$
media$on$storytelling$&$I’ve$been$mapping$the$phenomenon$of$convergence$across$media.$
Interactive$works$today$really$demand$that$you$be$able$to$think$simultaneously$through$what$
used$to$be$separate$disciplines,$game$studies,$literary,$cinema$studies,$digital/new$media,$
interactive$Liction$(see$Twine$story/games)$etc.$
The$companion$piece$is$that$we$have$a$generation(s)$of$makers$who$do$not$identify$with$a$single$
discipline$or$area$of$practice$(I’m$a$Lilmmaker,$I’m$a$writer,$I$make$games).$What$we’ll$see$
increasingly$in$the$next$5M10M15$years$is$that$people$identify$as$makers$because$they$will$be$as$
naturally$cross/trans/multimedia$as$they$are$born$digital.$This$creates$a$challenge$for$
universities$that$function$with$structures$organized$by$distinct$programs,$critical$frameworks,$
and$the$practices$that$students$are$taught$M$learn$cinema$here,$games$there,$story$structure$&$
literary$complexity$over$there.
So$we’re$in$this$weird$space$where$content$makers$are$way$ahead$of$what$for$the$most$part$is$an$
arcane$model$of$traditional$disciplines$within$universities,$with$the$exception$of$the$many$
digital$media$programs$(MIT,$USC,$Ryerson,$Bristol,$there$are$many$many).$Looking$ahead$10M15$
years,$maybe$maybe$what$we’ll$see$are$Lirst$year$courses$for$students$on$convergent$and$
transmedia$projects$that$provide$the$foundation$of$how$to$think$critically$about$media$as$we$live$
in$it$now,$as$opposed$to$the$literature$courses$that$are$often$the$default$Lirst$year$breadth$
courses$now.
What#has#been#the#best#of#2015?#What#made#you#squee#with#joy?
For$me$the$most$important$shift$or$event$of$2015$has$been$the$partnership$of$Google$Cardboard$
with$the$NYTimes,$creating$an$accessible,$lowMcost/no$barrier$to$entry$with$VR$works.$Giving$
away$Google$Cardboard$to$NYTimes$subscribers$with$free$VR$content$on$the$app$was$genius.$
What$they$effectively$did$was$scoop$every$highMcost$headset$/$game$/$VR$experience$producer$&$
simultaneously$support$them.$If,$like$me,$you$just$ordered$a$cheap$Cardboard$headset$from$
Amazon,$so$that$you$could$experience$VR$content,$you$may$have$also$now,$like$me,$bought$into$
ordering$an$expensive$headset.
I$had$the$amazing$good$fortune$of$experiencing$Char$Davies’$early$immersive$VR$work,$Osmose,$
in$2008,$so$I$know$how$moving$VR$can$be$well$it’s$done$with$artistry$and$deep$layered$design.$
Even$with$the$crappy$resolution$of$the$$15$Cardboard,$the$NYTimes$Paris$memorial$VR$piece$
made$me$cry.$And$that$then$sold$me$on$the$value$of$higher$quality$headsets.$Not$particularly$
because$of$the$gaming$capacity$but$because$of$the$truly$astounding$potential$of$VR$in$the$
immersive$journalism$space.$The$work$of$Nonny$de$la$Peña$excites$me.$Vers$&$Chris$Milk$excite$
me.$So$it’s$not$making$me$squee$with$joy,$but$VR$in$immersive$journalism$and$in$the$hands$of$
artists$&$auteurs$is$making$me$sit$up,$stand$up,$and$making$my$jaw$drop.$What$Zach$Lieberman$
talks$about$as$the$"Open$Mouth$Phenomenon,"$or$more$accurately,$the$"Holy$F*ck$Moment”$
when$your$jaw$drops$with$awe.
I$had$that$effect$of$wonder$in$his$installation,$Drawn,$years$ago$and$anything$that$brings$me$that$
experience$is$hitting$that$space$of$genius,$of$simplicity$of$design,$of$innovation,$of$clarity$and$
complexity$of$effect$and$affect.$I$want$to$feel$that.

30
And#the#worst#of#2015?#What#made#you#hide#behind#the#couch#in#agony?#What#do#you#think#
we#could#learn#from#it?
The$endless$reductive$recycling$of$the$Hero’s$Journey$as$the$template$for$the$best$storytelling.$
Really?$Star$Wars$Redux….$There$are$so$many$other$possibilities$for$story/story$world$creation
What#are#you#looking#forward#to#for#2016?#What#projects#will#you#follow?#
Chris$Milk,$Vers.$Nonny$de$la$Peña.$Hugues$Sweeney$(NFB)$when$he$does$VR.$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Dr.0Siobhan0O’Flynn,0Digital0Humanitist,0Canadian0Studies0Specialization,0Digital0Media,0Interactive0
Storytelling,0Experiental0Strategist.
Dr.0O'Flynn0consults0on0digital/interactive/participatory/transmedia0storytelling0via0her0company0
NarrativeNow,0is0the0coKcreator0of0the0online0site,0TMCResourceKit.com,0&0coKfounder0of0Transmedia0101,0a0
community0building0&0education0initiative0for0Canadian0producers0moving0into0the0digital0sphere.0
She0is0a0Senior0Lecturer,0Canadian0Studies,0University0College,0University0of0Toronto0and0Faculty0since020010
with0the0CFC0Media0Lab.0Her0academic0research0and0artistic0practice0in0the0digital0humanities0examines:0the0
function,0design,0&0experience0of0narrative0in0interactive0environments;0foresighting0emergent0trends0in0
digital0storytelling0&0entertainment0in0a0Web02.0/3.00world;0and0the0social0benePit0of0interactive0art0for0
urban0planning,0social0and0cultural0capital0in0the0context0of0arts0festivals0such0as0Toronto’s0Luminato0&0Nuit0
Blanche.0Her0courses0in0the0digital0humanities0give0students0the0opportunity0to0critically0rePlect0on0the0
impact0of0digital0tools0and0new0research0methods,0quantitative0analysis0to0game0theory.0
In02006/070Dr0O’Flynn0was0the0narrative0design0consultant0on0Late0Fragment,0a0(CFC/NFB)0feature0Pilm0that0
screened0at0Cannes0as0part0of0the0Future0of0Cinema0Salon.0She0has0published0numerous0articles,0given0
keynotes,workshops,0&0masterclasses0around0the0globe0on0topics0ranging0from0transmedia0&0crossmedia0
development0&0design,0interactive/web0documentaries,0&0disruptive0innovations0in0Web02.00world.0Dr.0
O’Flynn0has0presented0at0MIT,0StoryWorld0SF,0the0NFB0French0Program,0the0CBC0&0the0Screen0Edge0Forum,0
Auckland0New0Zealand.

31
Michael0Monello0
In#your#opinion,#how#has#the#media#world#evolved#this#past#year?#
2015$has$been$a$tough$year$for$digital$media,$as$the$chickens$have$(Linally)$come$home$
to$roost:
After$years$of$abusing$readers$with$pop$overs,$take$overs,$unstoppable$preMrolls$and$
tracking$code$that$slows$down$and$degrades$the$experience,$publishers$and$advertisers$
are$facing$the$rise$of$ad$blockers$on$mobile$and$desktop$devices.$
Online$advertising$is$under$Lire$due$to$widespread$corruption$in$media$buying,$
measurement$and$analytics.
Publishers$and$Social$platforms$have$realized$they$cannot$survive$on$advertising$
revenue$alone,$leading$to$adMfree$subscription$models$(YouTube$Red),$inMapp$payments$
for$extra$features$(Snapchat$Lenses),$and$more$nativeMlike$forms$of$advertising$(Twitter,$
Facebook).
Clients$were$suddenly$reminded$that$social$platforms$are$not$“owned”$channels$as$
algorithms$were$tweaked$to$shut$down$organic$spread$of$commercial$messages,$forcing$
advertisers$to$spend$media$dollars$to$reach$the$audiences$they$spend$money$acquiring$
on$these$platforms.
But$it$isn’t$all$bad!
Podcasting,$after$years$of$quiet$growth$away$from$the$prying$eyes$and$Linancial$support$
of$brands$is$having$it’s$moment$in$the$sun.$The$metrics$aren’t$there$yet,$but$the$audience$
and$the$talent$are,$so$I’ll$continue$tracking$it$with$great$interest.
The$trend$towards$experiences$over$content$is$even$stronger,$and$the$experiential$space$
is$exploding,$from$brand$activations$to$immersive$theater$to$mediaManchored$
experiences$like$Secret$Cinema,$advertisers$and$creators$are$wising$up$to$the$idea$that$
experiences$are$what$drive$authentic$social$sharing$and$word$of$mouth,$not$content.
TV:
Fargo,$season$2
Last$Week$Tonight$with$John$Oliver
JustiLied,$season$6
Silicon$Valley,$season$2
Mr.$Robot,$season$1
The$Man$in$the$High$Castle$pilot$on$Amazon$Prime
Ash$vs$Evil$Dead,$season$1
Halt$and$Catch$Fire,$season$2
Better$Call$Saul,$season$1

32
Movies:
I$saw$a$lot$of$movies$this$year,$but$nothing$that$really$knocked$me$out.$
I’d$say$that$Quentin$Tarantino’s$Hateful$Eight,$was$my$favorite$cinema$experience$of$
2015.$Beautifully$shot$on$Lilm$and$projected$in$70mm$with$an$overture$and$12Mminute$
intermission,$it’s$a$throwback$to$the$days$when$going$to$the$movies$was$truly$an$event.$
See$it$in$one$of$the$theaters$projecting$70mm$if$you$can.
Books:
I$don’t$read$books$right$when$they$come$out,$I$tend$to$read$whatever$catches$my$
attention$when$I’m$looking$for$a$new$book$to$read,$so$here’s$a$list$of$older$books$that$I$
enjoyed$in$2015.
City$of$Thieves$by$David$Benioff
The$Sisters$Brothers$by$Patrick$DeWitt
Going$Clear:$Scientology,$Hollywood,$and$the$Prison$of$Belief$by$Lawrence$Wright
Creativity$Inc.,$by$Ed$Catmull
HardMBoiled$Wonderland$and$the$End$of$the$World$by$Haruki$Murakami
The$Lost$Tribe$of$Coney$Island:$Headhunters,$Luna$Park,$and$the$Man$Who$Pulled$Off$
the$Spectacle$of$the$Century$by$Claire$Prentice
Games:
Console$gaming$left$me$behind$in$2015.$I$was$never$a$fan$of$Lirst$person$shooters$and$
I’m$not$interested$in$making$the$kinds$of$time$commitments$the$big$console$games$
demand$of$players.$Also,$my$kids$are$much$more$interested$in$mobile,$tablet$and$PC$
gaming$(Minecraft,$primarily)$than$anything$the$console$manufacturers$have$delivered.$
We$are$a$house$that$owns$all$three$previous$generation$consoles$and$not$one$member$of$
the$family$has$shown$interest$in$the$current$generation.
That$said,$the$whole$family$loves$the$Exploding$Kittens$card$game.$
And#the#worst#of#2015?#What#made#you#hide#behind#the#couch#in#agony?#What#do#
you#think#we#could#learn#from#it?
I’m$writing$this$on$yet$another$day$of$mass$shooting$in$the$US.$More$innocent$lives$
shattered$in$violence,$and$instead$of$using$social$media$to$hold$nuanced$conversations$
and$come$to$greater$understanding$we$rage$and$scream$and$pontiLicate$and$we$divide$
ourselves$even$further.$Rather$than$opening$us$up$to$new$ideas$and$concepts,$social$
media$reinforces$our$old$biases$and$beliefs.$I$would$love$to$see$smart$people$tackle$this$
challenge.
The$return$of$Mystery$Science$Theater$3000!$I$know$a$lot$of$people$were$thrilled$about$
Veronica$Mars$coming$back$but$VM$was$never$really$my$thing,$but$MST3K$hits$the$
bullseye.
I$will$follow$the$VR$space.$A$lot$of$money$and$talent$are$Llooding$into$it,$hoping$to$crack$
the$nut$of$VR$storytelling.$VR$is$incredible$for$so$many$experiences,$but$linear$
storytelling$doesn’t$seem$to$be$one$of$them.$I’m$not$being$a$crotchety$old$man$here$—$

33
over$the$last$25$years$I’ve$collected$numerous$VR$headsets$and$gear,$and$I’ve$yet$to$see$
anything$that$makes$me$think$that$linear$storytelling$has$a$home$here.$A$VR$language$
will$emerge,$and$it$will$be$exciting,$but$it$won’t$be$centered$around$storytelling.
If#I#should#follow#one#person#or#one#company#in#2016,#who#or#what#should#it#be?
No$question,$everyone$should$follow$the$MIT$Media$Lab.
You#said#you#eliminated#thought#leaders#from#your#radar#last#year#and#it#was#a#
good#decision…#so#if#I#want#people#to#listen#to#what#I#have#to#say,#what#advice#do#you#
have?#How#do#I#reach#people#in#2016?
The$best$way$to$get$on$my$radar$is$to$do$great$work.$I$pay$attention$to$everything,$but$I$
focus$on$the$people$doing$the$work,$not$the$gurus$pontiLicating$on$other$people’s$work.
Make$great$work,$then$talk$about$it$—$I’ll$be$listening.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Mike0Monello0is0a0pioneer0in0digital0marketing0and0storytelling.0He0was0one0of0the0creators0of0the0Blair0Witch0
Project0–0a0movie0that0forever0changed0how0audiences0engage0with0story,0and0how0marketers0approach0the0
internet.0
Mike0founded0CampPire0in020060and0leads0the0creative0team,0working0with0some0of0the0world’s0biggest0and0
most0prestigious0brands0including0HBO,0Harley0Davidson,0InPiniti,0National0Geographic,0FX,0Verizon0and0
more.0His0work0has0been0awarded0top0honors0at0the0One0Show,0Clio,0Mixx,0ad:Tech,0EfPies0and0Cannes0Lions0
Festival.0
Still0a0staunch0storyKteller0at0heart,0Mike0is0a0charismatic0and0inKdemand0speaker,0who0regularly0is0asked0to0
present0at0high0proPile0events0such0as0Advertising0Week,0the0Futures0of0Entertainment0at0M.I.T.,0SXSW,0Digital0
Hollywood,0and0more.0He0is0a0true0champion0of0the0future0of0storytelling0and0has0his0Pinger0Pirmly0on0the0
pulse0of0a0rapidly0shifting0media0landscape.

34
Rob0Pratten
I$don’t$think$the$media$world$has$evolved.$I$think$it’s$become$rather$entrenched$and$
formulaic.$There’s$a$lot$more$passion$and$creative$ideas$coming$from$the$advertising$
world$and$in$education.$
Sure$the$TV$companies$are$“doing$stuff”$but$it’s$all$very$cookieMcutter$and$LlatMpacked$
ready$for$assembly$ideas$I’ve$seen$before.$
What#has#been#the#best#of#2015?#What#made#you#squeal#with#joy?0
Two$experiences$that$absolutely$blew$me$away$was$Banksy’s$Dismaland$and$Secret$
Cinema’s$Star$Wars$experience.
Dismaland$was$that$best$immersive$experience$I’ve$ever$been$to.$My$emotional$
engagement$with$the$artworks$and$the$whole$staging$of$them$was$off$the$charts.$It$was$
such$a$thoughtMprovoking$meaningful$experience$and$tremendously$fun$too.$It$was$just$
amazing.
Secret$Cinema’s$Star$Wars$experience$proved$once$again$what$immersive$theatre$looks$
like$on$a$massive$scale.$Thousands$of$people$went$through$this$experience$in$the$
abandoned$print$works$building$at$Surrey$Quays$in$London.$Thousands$of$people$–$
paying$about$$90$each.$Yeah,$$90$each.$Thousands$of$them$all$in$costume$and$becoming$
part$of$the$experience.$
And#the#worst#of#2015?
All$those$shows$that$chose$not$to$do$any$transmedia$storytelling!$
Mr$Robot$and$Humans$are$both$good$examples$of$great$opportunities$squandered.$The$
shows$did$the$minimum$possible$by$throwing$up$nicely$styled$websites$and$that$was$
more$or$less$it.$Both$shows$could$have$really$engaged$the$community$in$their$worlds$but$
chose$not$to.$
Humans$raises$really$interesting$societal$questions$that$could$have$been$deeply$
explored$with$the$right$participatory$experiences.$
What#made#you#hide#behind#the#couch#in#agony?
'
Mr$Robot$I$thought$started$ok$and$then$became$ridiculous$as$the$characters$became$
secondary$to$what$emerged$as$a$rather$clichéd$plot.$The$trouble$with$this$show$and$a$lot$
of$factual/documentary$Lilms/webseries$on$digital$privacy$is$that$they’re$too$oneMsided$
and$alarmist$about$how$we’re$giving$all$our$private$data$away.$They$fail$to$acknowledge$
that$most$people$couldn’t$care$less$and$given$the$choice$between$convenience$and$
privacy$they$choose$convenience.$

35
Privacy$is$important.$At$Conducttr$we$take$privacy$and$data$security$very$seriously.$But$
I’m$so$tired$of$hearing$the$same$story$and$any$storyteller$concerned$about$privacy$and$
wants$to$change$the$public’s$behaviour$needs$to$try$a$different$approach$because$the$
current$one$isn’t$working.$
What#projects#will#you#follow#in#2016?#
In$Brazil$our$client$ran$a$12$week$experience$for$eight$hundred$13$year$olds$that$
supported$the$school$curriculum.$The$experience$and$storytelling$was$designed$by$our$
client$and$we$helped$them$implement$it$and$analyse$the$data.$In$2016,$now$we$have$the$
data,$the$experience$is$going$to$go$into$more$schools$and$we’re$going$to$take$
personalization$either$further$with$the$implementation$of$an$adaptive$learning$
environment.$
If#I#should#follow#one#person#or#one#company#in#2016,#who#or#what#should#it#be?#
I$shall$be$closely$watching$Alison$Norrington$and$her$StoryCentral$Labs.$I$think$Alison$
has$a$great$workshop$format$that$helps$broadcasters$and$publishers$unlock$the$
potential$of$the$properties$that$hold.$
What#were#your#best#experiences#from#your#Conducttr#conference#this#year?
The$best$experiences$from$the$Conducttr$Conference$is$seeing$everyone$so$excited$and$
energised.$Transmedia$is$such$a$big$umbrella$and$our$conference$sees$people$come$
together$who$never$thought$they’d$be$in$the$same$room$together$–$journalists,$
educationalists,$theatre$directors,$activists,$storytellers$and$technologists.$There’s$a$big$
buzz$and$everyone$comes$away$on$a$huge$high.$That’s$very$rewarding.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
CEO0and0Founder0of0Conducttr0K0the0powerful0cloudKbased0multiKplatform0interactive0storytelling0&0gaming0
software.0Use0it0for0scenarioKbased0learning,0entertainment0or0marketing0K0but0always0to0create0immersive,0
transformative0experiences.
Author0of0the0book0"Getting0Started0in0Transmedia0Storytelling:0A0Practical0Guide0for0Beginners”.0Founder0of0
Interactive0Narratives0group0in0London0http://www.meetup.com/interactivenarratives/0.0Host0of0the0
Transmedia0Podcast0http://transmedia.podomatic.com/
Producer0of0transmedia0project0Lowlifes.tv.0AwardKwinning0feature0Pilm0director0of0London0Voodoo0and0
MindPlesh
Specialties:0More0than0200years0experience0as0an0international0marketing0consultant0and0thoughtKleader0in0
the0Pield0of0transmedia0storytelling0through0major0contributions0to0the0evolving0Pield0in0the0areas0of0audience0
engagement,0content0strategy0and0new0business0models.
Transmedia0storytelling,0business0model0development,0market0entry0strategy,0content0and0social0media0
strategy,0product0marketing,0forecasting,0audience0participation0&0engagement0planning.

36
April0Arrglington
The$media$world$is$evolving$rapidly$towards$digital.$NetLlix,$Hulu$and$Amazon$
are$lending$a$hand$to$the$indie$scene,$green$lighting$projects$that$would$not$have$
seen$the$light$of$day$by$regular$Hollywood$standards.$YouTube,$Snapchat$and$
Go90$are$certainly$breathing$new$life$to$the$short$form$content.$People$are$
excited$and$more$comfortable$with$interactive,$embracing$Escape$Rooms$popping$
up$everywhere.$VR$Demos$are$building$momentum$and$high$expectations.$
This$year$has$been$particularly$hectic$for$me$producing$The$Age$of$Turing.$It$was$
a$very$fulLilling$experience$that$I$was$very$glad$was$well$perceived$by$our$
audience.$That$feeling$of$knowing$that$your$audience$gets$it,$no$matter$how$
complex$your$premise,$is$unbelievably$cool.$In$terms$of$other$projects...$well,$the$
news$of$Spielberg$directing$Ready$Player$One$was$exciting...$I$really$hope$they$do$
that$project$right.
And#the#worst#of#2015?#What#made#you#hide#behind#the#couch#in#agony?#What#
do#you#think#we#could#learn#from#it?
Every$year$the$entertainment$industry$has$many$disappointing$moments.$What$
has$been$interesting$to$me$this$year$has$been$all$the$talk$of$women's$image$in$Lilm$
and$behind$the$camera.$Women$in$key$positions$have$been$outspoken$this$year,$
not$only$about$sexism...$but$about$female$diversity,$equal$pay,$and$available$
opportunities$for$females$to$showcase$our$point$of$view.$At$the$same$time,$
however,$we$have$awesome$projects$coming$out$with$great$female$characters:$
Jessica$Jones,$Supergirl,$Orphan$Black$(Linally$gets$recognized$with$Emmy$nod),$
etc.$I$think$this$is$an$important$movement$to$track.
Well,$I$have$been$very$busy$producing$and$neglecting$tracking$projects,$so$I$don't$
have$a$great$answer$to$this$question.$But$I$am$very$excited$about$our$follow$up$
project$from$ARchimeral$that$is$VR$heavy,$can$tell$you$that$much!
If#I#should#follow#one#person#or#one#company#in#2016,#who#or#what#should#it#
be?
Well,$I$am$very$curious$about$Magic$Leap$and$what$they$have$in$store.$They$are$
keeping$all$info$on$their$developments$under$wraps$but$the$amount$of$money$
they$were$allotted$this$year$alone$makes$you$wonder.$Whatever$they$are$working$
on,$it's$gonna$be$big.$I'm$also$very$interested$in$how$artiLicial$intelligence$will$be$

37
changing$the$rules$of$the$game$in$entertainment...$I$don't$think$people$realize$
how$quickly$things$are$evolving$in$this$Lield.$These$changes$are$gonna$affect$the$
game$in$many$ways.$
You#launched#the#Age#of#Turing#project#this#year#–#how#has#it#evolved,#what#
are#your#thoughts#and#experiences?
The$Age$of$Turing$Season$1$was$very$well$perceived$and$a$great$success$for$us.$
The$story$of$that$universe$is$quite$vast$,$so$just$setting$up$the$ground$Lloor$this$
Lirst$season$was$a$lot$of$work.$We$are$now$working$in$wrapping$up$the$case$study$
and$prepping$to$convert$the$game$into$a$mobile$app$that$then$would$allow$new$
players$experience$the$Lirst$season$(making$it$reMplayable)$and$all$new$content$
for$subsequent$seasons.$In$addition,$we$are$also$working$on$a$series$of$VR$game$
experiences$we$hope$to$have$ready$to$demo$in$2016.$We$have$a$lot$of$work$ahead$
of$us,$but$we$are$excited$about$all$the$innovating$possibilities$we$are$planning$for.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
I0am0a0multidisciplinary0expert,0with0a0unique0background0in0Pilm,0publishing,0new0media,0and0transmedia.0
Primarily0invested0in0the0relationship0between0intellectual0properties,0fandom0phenomena0and0technology0
convergence,0I0have0served0as0a0digital0content0strategist0for0renowned0companies0such0as0Pharmavite,0New0
Deal0Studios,0and0Detour0Agency.
My0passion0and0interest0in0innovation,0interactive0design0and0emerging0new0technologies0led0me0to0coK
produced0the0Pirst0Startup0Weekend0Entertainment0&0Media0Los0Angeles0in02013,0and0serve0as0senior0
director0of0content0curation0for0Transmedia0LA0in02012.0Looking0to0further0explore0immersive0storytelling0
and0projects0that0spread0across0multiple0platforms,0I0also0became0the0story0producer0and0project0manager0
for0Transmedia0LA’s0Pirst0ARG,0The0Miracle0Mile0Paradox.
Originally0from0Panama,0and0bilingual0in0Spanish0and0English,0I0was0a020070FIND0Project:Involve0fellow,0and0
a0winner0of0the0Writer’s0Arc020060screenwriting0program0with0the0same0IP0that0got0me0shortlisted0for0the0
20060Sundance0screenwriter0labs.
As0an0entrepreneur0and0coKfounder0of0ARchimeral,0I’m0very0excited0about0interactive0storytelling0and0
emerging0interfaces,0especially0in0the0Pield0of0augmented0reality0and0virtual0reality0simulation0systems0that0
are0currently0reshaping0the0future0of0entertainment0worldwide.0

38
Ken0Eklund
I'm$tempted$to$say$"you're$asking$the$wrong$guy"$–$I'm$not$that$interested$in$"the$media$
world"$which$is$mostly$comprised$of$businessMasMusual$storytelling.$Don't$get$me$wrong,$
it's$great$stuff,$and$it$runs$along$Line$without$me.$
"The$media$world"$is$so$big$now,$is$it$perhaps$folly$to$think$anyone$can$speak$of$it$as$a$
coherent$thing?$I'm$qualiLied$only$to$talk$about$the$tiny$slice$I've$experienced.$In$that$
slice,$the$war$in$Syria$shows$a$media$evolution$of$sorts$–$in$that$the$war$exists$as$much$
in$the$media$as$on$the$ground,$complete$with$its$own$"fog$of$war,"$collateral$damage,$
intelligence$and$counterintelligence,$Lifth$columns,$and$more.$If$Syria$is$any$
example,$media$fragmentation$hit$a$new$level$in$2015,$which$maybe$is$a$good$thing.$
Maybe$we$are$seeing$war$more$nearly$what$it$is$really$like.
What#has#been#the#best#of#2015?#And#the#worst#of#2015?#
Oh,$I$can't$answer$this.$I$just$don't$think$this$way.$I$like$it$when$people$can$create$and$
share,$entirely$outside$of$proLit$and$loss$columns$on$some$spreadsheet,$and$when$a$
media$platform$enables$them$to$do$this.$I$don't$like$it$when$media$platforms$begin$to$
feast$on$the$creativity$of$their$users,$because$if$history$is$any$lesson$they$won't$stop$
eating$until$all$is$ruin.$
I'm$not$tracking$anything$at$the$moment,$actually.$I'm$focused$on$creating$the$work$I$
want$to$see.
I'm$a$big$fan$of$experience$designer$Sara$Thacher,$who$now$works$for$Disney.$But$what$
she$and$they$are$doing$is$shrouded$in$MYSTERY.
Finally#<#you’ve#done#a#lot#of#work#in#the#“for#good”<;ield,#trying#to#raise#peoples’#
awareness#of#different#critical#challenges#humanity#is#facing.#Do#you#feel#there’s#a#
chance#we’ll#move#in#the#right#direction?#What#signs#have#you#observed?
"We"$are$moving$in$the$right$direction;$the$question$is$how$fast$this$"we"$will$grow.$As$a$
game$designer,$I$can$see$that$moving$in$the$wrong$direction$is$a$losing$strategy,$and$as$
this$becomes$clearer$more$and$more$people$will$avoid$it.$
The$question$today$really$is$how$much$damage$we$can$prevent$from$happening.$We$
have$legitimate$fears$that$the$trajectories$our$various$societies$are$on,$and$
the$momentum$they$carry$into$these$trajectories,$are$going$to$cause$a$lot$of$suffering.$If$
people$can$"play$it$before$they$live$it,"$maybe$they$can$decide$to$change$course$sooner.
The$signs$of$change$are$everywhere,$but$they're$not$written$in$the$language$that$

39
centralized$media$taught$us$to$use.$Not$only$will$the$revolution$not$be$televised,$it$won't$
look$like$a$revolution,$just$a$bunch$of$young$people$on$Tumblr.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
I0conceive0and0design0authentic0Piction,0Alternate0Reality0Games0and0other0massively0collaborative0
storymaking0projects,0especially0as0"serious0games"0or0"immersive0adventures"0that0engage0collective0
intelligence0to0spark0peerKpeer0learning0outcomes0and0help0solve0realKworld0issues.0I0focus0on0socially0
relevant0games,0“what0if?”0stories0exploring0realKworld0issues0through0collaborative0play.0It’s0a0good0day0if0in0
these0games0people0immerse0themselves0in0exploring0the0future0and0have0fun0collaborating0democratically0
on0positive0solutions0and0action.

40
Christine0LimKLabossiere0
$
With$the$rise$in$VR$technology$and$extraordinary$interest$from$key$media$players,$it$
may$be$time$for$this$phenomenon$to$Linally$take$off.$This$game$changer$has$been$poised$
to$transform$the$entertainment$industry$over$several$years,$but$has$been$restricted$by$
cost$and$inaccessibility.$By$making$it$cheaper$and$more$accessible$with$Google$
Cardboard$and$media$giants$like$NYT$taking$the$lead,$VR$appears$to$be$the$next$big$tool$
for$360$storytellers$to$reach$the$masses.
$
It$is$also$nice$to$observe$the$growth$of$extremely$short$form$content$in$the$Llood$of$GIFs$
lighting$up$social$media$and$story$telling$platforms$in$magical$ways.$GIF$Liles$going$viral$
is$akin$to$the$way$YouTube’s$videos$Lirst$swarmed$FB$when$moving$images$Lirst$hit$the$
social$media$scene.
$
The$growing$popularity$of$3MD$printing$and$drone$usage$may$also$pave$the$way$of$
experiential$immersive$entertainment.$I$recently$read$about$a$3MD$bioengineered$replica$
of$Vincent$van$Gogh's$severed$ear$that$could$“hear”.$Let’s$see$who$will$be$the$Lirst$to$
incorporate$this$into$their$storytelling,$if$it$is$not$already$happening!
$
'$
I$really$enjoyed$Age$of$Turing$by$the$ARchimeral$Inc,$a$cool$narrative$of$the$rise$of$AI$
and$a$Super$computer$revealed$in$an$sciMLi$ARG$fuelled$by$fast$paced$twitter$feeds$and$
videos.$Well$crafted,$nicely$told,$feels$like$you're$being$drawn$into$an$alternate$version$of$
'Ex$Machina'.
$
Canada$side,$there's$the$rather$controversial$Scorpion$Dagger$aka$James$Kerr,$a$
massively$talented$Montreal$based$AR$artist$with$his$latest$book$“Do$You$LikeRelaxing”$
published$by$Anteism.$It$is$$loaded$with$GIF$animated$remixes$of$Northern$Renaissance$
paintings$that$come$'alive'$on$your$hand$held$device$when$used$with$a$Junaio$App.$He's$
pushing$boundaries$using$this$short$format$in$literature$as$is$Dennis$Cooper’s$Zac's$
Haunted$House,$a$gory$digital$novel$composed$entirely$of$animated$GIFs.$
If$you're$into$horror$of$this$ilk,$there$was$also$delightfully$spooky$'Dark$Detour$
SeasonII$:$All$that$Glitters'$that$gives$followers$the$shivers.$The$creative$team$led$by$ever$
talented$Alison$and$Steve,$characterization$and$storytelling$were$all$excellent.$Long$live$
this$scary$Halloween$tradition!
Across$the$pond,$Sequenced$by$Swiss$innovative$storytellers$at$apelab$are$developing$
the$Lirst$VR$animated$series$where$the$story$adapts$in$real$time$to$the$user’s$focus:$I$love$
how$this$creates$a$dynamic$interactivity$that$makes$the$characters$and$environment$
react$to$the$user's$presence$in$the$scene.$The$initial$prototypes$conLirm$that$these$are$
talent$deLinitely$worth$following.
I$must$say$I$was$also$thrilled$to$learn$iPad$App$developers$from$CanadaM$Paul$Pattison$
and$Luke$Minaker$from$All$Play$No$Work,$have$gained$recognition$for$their$innovative$

41
transmedia$storytelling$app$for$kids.$Recently$voted$‘Best$New$App’$in$Apple’s$app$store$
for$the$launch$of$their$Lirst$digital$novel$using$this$App$"Weirdwood$Manor",$I’d$like$to$
see$how$far$these$producers$engage$transmedia$storytellers$and$readers$in$their$efforts$
to$grow$young$audiences.
$
$And#the#worst#of#2015?#What#made#you#hide#behind#the#couch#in#agony?
What#do#you#think#we#could#learn#from#it?#'
LucasLilm’s$partnership$with$Cover$Girl$to$launch$the$Star$Wars$The0Force0Awakens0
Collection.$"No$Jedi$mind$tricks$here—just$a$full$line$of$lipsticks,$mascaras$and$nail$
polishes".$Seriously?$Not$every$brand$or$story$transforms$well$into$suitable$box$store$
merchandising.$IMHO,$this$marketing$strategy$cheapens$the$otherwise$awesome$Star$
Wars$brand.$They$could$take$a$leaf$from$the$#ForceForDaniel$campaign$that$brought$
courage$and$bravery$that$aligned$well$with$the$brand$and$was$supported$by$a$338,000M
personMstrong$community$of$Star$Wars$fans.
'
What#are#you#looking#forward#to#for#2016?#What#projects#will#you#follow?
Can’t$wait$for$the$release$of$both$Star$Wars:$The$Force$Awakens$and$the$new$Star$Trek$
series.$Keen$to$follow$any$cool$Transmedia$storytelling$manifestations$(UG$or$ofLicial)$
that$will$arise$before$or$after$the$launches.$$"The$Force.$It's$calling$to$you.$We$can't$wait$
for$you$to$let$it$in."$Yaaas!
$
May$I$pick$2?$Google$and$Facebook,$as$they$tussle$to$be$the$frontrunner$to$make$Virtual$
Reality$mainstream.$I’m$excited$to$see$what$they$come$up$with,$how$they$engage$a$wide$
following$and$who$wins.$I$must$say,$Google$has$the$edge$with$the$recent$introduction$of$
the$nicely$accessible$Cardboard$and$its$recent$strategic$alliance$with$NYT.
$
From#your#point#of#view#as#founder#of#Merging#Media#–#where#do#you#feel#the#media#
industry#is#heading?#What#are#people#most#passionate#about,#and#what#do#they#still#
need#to#learn?
$
The$public$is$extremely$Lickle$and$loyalty$is$scarce,$so$to$zone$in$on$one$lasting$
phenomenon$is$extremely$difLicult,$as$we$have$seen$from$the$Llux$of$top$media$
companies$and$the$rapid$movement$of$‘hot’$to$‘not$so$hot’$trends.$Having$said$this,$the$
industry$is$going$through$a$period$of$vast$technological$experimentation$in$VR$and$AR,$
and$it$looks$like$it$is$on$the$verge$of$the$breakthrough$in$Linding$ways$to$reach$a$
mainstream$audience.$
Correspondingly,$storytellers$are$Llooded$with$a$variety$of$new$tools$and$techniques.$
There$will$be$a$steep$learning$curve$as$content$creators$learn$to$keep$up$with$VR$and$
produce$enough$content$for$this$exciting$new$environment.
$
While$creators$need$to$be$Llexible$and$adaptive,$so$do$their$audiences.$While$storytellers$
should$keep$savvy$of$the$latest$adaptable$platforms$and$apps,$early$adopters$would$
need$to$be$openMminded$and$allow$new$technology$to$go$through$its$teething$phases.$
Needless$to$say,$content$is$always$king.$Powerful$storytelling$comes$with$mature$

42
characterization,$solid$narratives$and$an$authentic$story$worlds,$whatever$the$tech$
adopted.$In$other$words,$latest$tech$is$sexy,$but$if$it$don’t$Lit,$don’t$force$it.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Christine0LimKLabossière0is0the0CEO/Founder0of0Merging0Media0Productions0Inc.0and0Executive0Director0of0
the0annual0Merging0Media0Conference.0An0accomplished0media0professional0with0over0250years0of0experience0
in0production,0administration,0operations0&0events0management,0Christine0has0worked0for0TelePilm0Canada0
as0an0Investment0Analyst,0International0OfPicer,0and0Western0Region0OfPicer0for0Industry0Development.0
Prior0to0launching0Merging0Media0Productions0Inc.0in02010,0Christine0was0Manager0for0Industry0
Development0&0International0Relations0at0New0Media0BC/DigiBC,0the0industry0association0for0digital0media0
in0British0Columbia,0where0she0organized0events0and0program0initiatives.0Her0interest0in0International0
Relations0&0Venture0Capital0helped0enhance0her0role0as0the0director0of0key0local0digital0media0events0such0as0
the0Vancouver0International0Partnering0Forum0&0the0Fusion0Venture0Forum.
Christine0also0runs0a0consultancy,0Pentimento0Productions,0providing0strategic0advice0to0media0companies0
and0government0agencies0in0Canada.0Her0clients0have0included0CBC,0The0Vancouver0International0Film0
Festival,0the0Department0of0Foreign0Affairs0and0International0Trade,0the0Vancouver0Economic0Commission,0
and0The0Atlantic0Film0Festival.
Before0arriving0in0Vancouver0in02001,0where0she0currently0resides,0Christine0held0the0position0of0the0Deputy0
Director0of0the0Pirst0Singapore0Film0Commission0after0enjoying0an0extensive0career0in0Pilm,0stage0and0
television.0She0is0also0an0awardKwinning0Pilmmaker,0documentary0producer0&0director.0Her0book0“Spa0Style0
Asia”0and0documentary,0Healers0K0Journey0into0Ayurveda,0produced0for0Discovery00Channel0and0Pilmed0on0
location0in0India,0is0now0available0on0Amazon.com

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One year in now media vol V