A seminar given at STDH, Stockholm Academy of Dramatic Arts, about the importance of structure in a an ever changing project as in transmedia. The three rocks to cling to are budget, timeline and deliverables. They all come from the baseline: The Story. Seminar given by Daniel Chilla, producer and director for the Conspiracy For Good.

1. The story as baseline:
Timeline, budget och delivarables in
transmediaprojekt
Seminar STDH - 20120119
Daniel Chilla: Mail: daniel@chillafilm.se Twitter: dchilla
© Daniel Chilla, Chillafilm 1
onsdag 25 januari 12

2. Introduktion...
Innan vi börjar...
Vad skall vi göra idag då?
Mina erfarenheter grunden
Ställ frågor, avbryt
Mer workshop än föreläsning
Mitt arbete med Timeline, budget och
leverabler i transmediaprojekt
Utgångspunkten: Berättelsen
Vem är jag då, varför står jag här?...
© Daniel Chilla, Chillafilm 2
onsdag 25 januari 12
Introduction ...
Before we begin ...
What shall we do today?
My experience basically Ask questions, stop
More workshop than lecture
My work with the timeline, budget and deliverables in trans-media projects
Concept: The story
Who am I, why am I here? ...

3. Inledning...
Daniel Chilla
Bra på mycket, bäst på inget: generalist...
Tysk, svensk, producent, regissör,
grundare av mobiltjänsteföretag
(Namni), LARP, gamer, rollspel, guide,
styrelseledamot, klippare, kostymör
designer, runner, elektriker, ljud...
- Filmlärare, Stillerska Filmgymnasiet
- FAD (1st AD)
- Regissör
- Transmediaproducent
I början var, äh en definition först...
© Daniel Chilla, Chillafilm 3
onsdag 25 januari 12
Good in many best at nothing: a generalist ...
German, Swedish, producer, director, founder of mobile content company (Namni), LARP, gamer, role play, guide,
director, editor, costume designer, runner, electricians, sound ...
- Filmteacher, Stillerska Movie High School
- FAD (1st AD)
- Director
- Transmedia Producer
In the beginning was, ah, a definition first ...

4. En definition...
Från skogsnissar till Transmedia
Media, medier, bilder, film, interaktivitet, buzzwords
Rollspel
Live, Lajv, LARP
Media
Multimedia
Transmedia
Lite termer
© Daniel Chilla, Chillafilm 4
onsdag 25 januari 12
A definition ...
From forest elves to Transmedia
Media, media, pictures, movies, interactivity, buzz words
Live, LARP, LARP Media Multimedia Trans-Media
A little terminology

5. En definition...
Multimedia
Många medier, olika kanaler
Tittare
Film TITTARE
Passivt
Webb TITTARE
En berättelse
Stillbild TITTARE
Mobil TITTARE
Lite tråkigt...
© Daniel Chilla, Chillafilm 5
onsdag 25 januari 12
A definition ...
Multimedia - Many media, different channels, Viewers Passive, A story
Movie Web Snapshot Mobile
VIEWERS VIEWERS VIEWERS VIEWERS
A little boring...

6. En definition...
Transmedia
Varför transmedia? Mitt transmedia...
Film Deltagare
Tittare blir deltagare
Webb Deltagare
Passivitet blir aktivitet
Berättelsen blir individuell Stillbild Deltagare
Alla medier, alla platser, hela världen... Mobil Deltagare
Mänskligt kaos är dragkraft
Berättelsen är det viktigaste ...Vad är transmedia för er?
Hjälp, KAOS!!!
© Daniel Chilla, Chillafilm 6
onsdag 25 januari 12
A definition ...
Transmedia
Why transmedia? My transmedia ...
Viewers become participants, Passiv becomes activ
The story becomes individual
All media, all places, all over the world ...
Human chaos is attractive, it is important
Movie Web Snapshot, Mobile
Participants Participants Participants Participants
... What is transmedia for you? Help, CHAOS!

7. Ett exempel...
http://www.youtube.com/watch?v=wN590e-fopc
© Daniel Chilla, Chillafilm 7
onsdag 25 januari 12
An Example

8. Det är kaos...
Hitta kärnan
Ur kaos kommer liv, kommer struktur
Vi kan göra ALLT, NU!
Transmedia dog, länge leve transmedia!
Hitta kärnan: svårt och omöjligt
En Berättelse, Ett mål, En oneliner,
fiveliner, synopsis / one pager, Ett
treatment, Ett manus
För att leda team och nå deltagarna
”Breaking the waves is about a
girl fucking her way into heaven”
Peter Albaeck Jensen
Men varför?
© Daniel Chilla, Chillafilm 8
onsdag 25 januari 12
It's chaos ...
Find the core
Out of chaos comes life, the structure
We can do it all, NOW!
Transmedia died, long live the trans-media!
Find the core: hard and impossible
A story, a goal, a oneliner, five liners, synopsis / one pager, a treatment, a script
To lead the team and reach the participants
"Breaking the Waves is about a girl fucking her way Into Heaven" Peter Jensen Albaeck
...But why?

9. Det är kaos...
Därför!
Vem skall göra det då?
© Daniel Chilla, Chillafilm 9
onsdag 25 januari 12
There is chaos
This is why!
Who will do it then?

10. Det är kaos...
Film vs Transmedia
Ur kaos kommer liv, kommer struktur
Arbetsgrupper:
- Långfilm: 50 personer, ett gemensamt mål
- Transmedia: 150 personer, flera mål, delmål, leverabler,
förändringar
Arbetskultur:
- Film: Herarkisk
- Transmedia: Holistisk
Teknik:
- Film: ”ett” format, en kopia
- Transmedia: otal rekniker, hur många kopior och
iterationer som helst.
Det är deltagarnas fel!
Hjälp, KAOS, igen...
© Daniel Chilla, Chillafilm 10
onsdag 25 januari 12
It's chaos ...
Film vs. Trans-Media
Out of chaos comes life, the structure
Working Groups:
- Feature: 50 people, a common goal
- Trans Media: 150 people, several objectives, milestones, deliverables, changes
Work Culture:
- Film: Military
- Trans Media: Holistic
Technology:
- Film: "a" form, a copy
- Trans Media: countless rekniker, how many copies and iterations at any time.
It is the participants' fault!
Help, Chaos, again ...

11. Det är kaos...
Film vs Transmedia
Ur kaos kommer liv, kommer struktur
Spridning:
Film: 1 kontrollerad kopia
Transmedia: så många kopior, varianter, viraler
som möjligt
Berättelse:
Film: 1 berättelse
Transmedia: 1 huvudberättelse + individuella
upplevelser
Process:
Film: ett tydligt mål, med tydliga delmål
Transmedia: Ett eller flera mål, ständigt
föränderliga delmål
Det är deltagarnas fel!
Hjälp, KAOS, igen...
© Daniel Chilla, Chillafilm 11
onsdag 25 januari 12
It's chaos ...
Film vs. Trans-Media
Out of chaos comes life, the structure
Dissemination:
Film: a controlled copy
Transmedia: as many copies, variants, viral as possible
Story:
Film: a narrative
Transmedia: 1 huvudberättelse + individual experiences
Process:
Film: a clear goal, with clear milestones Transmedia: one or more goals, ever-changing milestones
It is the participants' fault!
Help, Chaos, again ...

12. Det är kaos...
Organisera Kaoset
Berättelse i kamp mot tekniken
Filmare: tänk om!
Kamp mellan teknik & berättelse
Transmedia: En berättelse i IT projektform
Iteratvit
"göra om, om och om och om igen"
Sprint, scrum
Aldrig leverera klart, alltid förändras, alltid göra om
Vilket team klarar det?
Var är stabiliteten....
© Daniel Chilla, Chillafilm 12
onsdag 25 januari 12
It's chaos ...
Organizing chaos
Story and the fight against technology
Filmmaker: re-think!
Struggle between technology and narrative Trans Media: A Tale of the IT project form Iteratvit
"Redo, over and over and over again"
Sprint, scrum
Never deliver clear, always changing, always redo
Which team can do this?
Where is stability ....

13. Organisera kaoset...
Ordning i Kaoset
Stenarna att bygga på, det goda är tre....
Grunden: Berättelsen Timeline
Ordning och styrmedel
1 - Timeline
2 - Leverabler: KPI, milestones, deliverables Berättelse
3 - Budget
Budget Leverabler
Var kommer dom ifrån...
© Daniel Chilla, Chillafilm 13
onsdag 25 januari 12
Organizing chaos ...
Order in chaos
The stones to build on, the good is three ....
The foundation: The Story
Order and instruments
1 - Timeline
2 - Deliverables: CPI, milestones, deliverables 3 - Budget
3 - Budget
Timeline
Story
Deliverables
Where do they come from ...

14. Organisera kaoset...
Idé & Manus
Grunden och det skrivna ordet....
Idé: oneliner, fiveliner, synopsis - onepager
Treatment: story -> gamedesign -> experience
Manus: hardscript vs soft script
...blir budget, timeline & KPI
Var är stabiliteten....
© Daniel Chilla, Chillafilm 14
onsdag 25 januari 12
Organizing chaos ...
Idea & Screenplay
The foundation and the written word ....
Ide: oneliner, five liners, synopsis - onepager Treatment: Story -> Game Design -> Experience Screenplay: hard vs. soft
script script
... Becomes the budget, timeline & CPI
Where is stability ....

15. Organisera kaoset...
Timeline
Tiden är linjär, en sten att stå på
CONFIDENTIAL
Var är stabiliteten....
© Daniel Chilla, Chillafilm 15
onsdag 25 januari 12
Organizing chaos ...
Timeline
The time is linear, a rock to stand on
Where is stability ....

16. Organisera kaoset...
Budget
En budget, ∞ - antal budgetar
CONFIDENTIAL
Reklamfilmsbudget:
- ”ett tillfälle”, en leverabel, olika
avdelningar, ett mål.
- Transmediabudget:
över tid, fullständigt olika leverabler, CONFIDENTIAL
avdelningar medverkar i många olika
leveranser, flera olika mål: deltagande,
marknadsföring, försäljning osv
Var är stabiliteten....
© Daniel Chilla, Chillafilm 16
onsdag 25 januari 12
Organizing chaos ...
Budget
A budget, ∞ - number of budgets
Commercial Budget:
- "An opportunity", a deliverabel, different departments, a goal.
- Trans Media Budget: Over time, completely different deliverables, departments are involved in a variety of supplies,
several objectives: participation, marketing, sales, etc.
Where is stability ....

17. Organisera kaoset...
High End
Leverabler
För att visa omvärlden vad ni gör...
KPI
Milestones, Milestonereports CONFIDENTIAL
Deliverables
CONFIDENTIAL
Var är stabiliteten....
© Daniel Chilla, Chillafilm 17
onsdag 25 januari 12
Organizing chaos ...
Deliverables
To show the world what you do ...
KPI
Milestones, Milestone Reports
Deliverables
High End
Where is stability ....

18. Paus: 15 min
Efter pausen:
Budget, timeline & Milestones / KPI
Manus i förändring
Daniel Chilla: Mail: daniel@chillafilm.se Twitter: dchilla
© Daniel Chilla, Chillafilm 18
onsdag 25 januari 12
Pause: 15 minutes
After the break:
Budget, timeline & milestones / KPIs Manuscript in change
Daniel Chilla: Mail: daniel@chillafilm.se Twitter: dchilla

19. De goda tre...
Dom tre
Evigt förbundna
Dina bästa vänner
Mätbara
CONFIDENTIAL
CONFIDENTIAL
CONFIDENTIAL
Var är stabiliteten....
© Daniel Chilla, Chillafilm 19
onsdag 25 januari 12
The good three ...
The three
Forever linked
Your best friends Measurable
Timeline, Budget, Deliverables
Where is stability ....

20. De goda tre...
Budget
Utifrån det som skall levereras
Inte från en produktionsprocess
Varje del är som en egen budget
Bra ekonomistöd
CONFIDENTIAL
Bra produktionsekonom
© Daniel Chilla, Chillafilm 20
onsdag 25 januari 12
The good three ...
Budget
From there to be delivered not from a production process each piece as its own budget
Good economic support
Good production economist

21. De goda tre... Week & Month
Date
Day
Major story elements
24 25 26 July 27 28 29 30 August 31
Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun
Nadirah gets into Europe Nadirah stuck: Get her in! Nadirah Gets to London, start of runtime: London pervasive experience
32
14/6 15/6 16/6 17/6 18/6 19/6 20/6 21/6 22/6 23/6 24/6 25/6 26/6 27/6 28/6 29/6 30/6 1/7 2/7 3/7 4/7 5/7 6/7 7/7 8/7 9/7 10/7 11/7 12/7 13/7 14/7 15/7 16/7 17/7 18/7 19/7 20/7 21/7 22/7 23/7 24/7 25/7 26/7 27/7 28/7 29/7 30/7 31/7 1/8 2/8 3/8 4/8 5/8 6/8 7/8 8/8 9/8 10/8 11/8 12/8 13/8 14/8 15/8
Timeline
Zambia & Africa video release start Recap: The Journey
Weekend event 1 Episode 1: Arrival
Weekend event 2 Episode 2: HQ Found
Weekend 3 Episode 3: Intrusion
Weekend event 4 (Episode 4: The Takedown)
Main Story
Main Story Act’s / Parts CFG Release confirmed Nadirahs Journey Africa Nadirahs Journey Europe Get Her in (Nadirah) Runtime: Nadirah in London
Saturday Participation Arrival & Storming of the Shunt HQ: The Headquarters are found Takedown: BB-expo, B&B exposed
Weekly participation Clearing of Brick Lane Clearing of canary warf Davids martyrdom
Run time: London Weekend events
Weekend events Arrival on Themes and storming of the Shunt
HQ found Only video drops game BB-expo & Takedown
Location River Bank & Shunt Truman Brewery Bloomsbury Ballroom
Ann Marie Yes
Ian Briggs Yes
Nadirah Yes
Actors
Ann Marie
Blog: text, video or audio (live or ”recorded”) Release confirmed 10/5 Ann Marie Blogs
Release: Video Drops (recorded earlier) Ann Marie in Video Drops
Release: Video (recorded earlier) Ann Marie africa video release starts Ann Marie in earlier recorded video: Africa & London
Live (on locations) Ann Marie Live
Video Shoot Confirmed
Nadirah
Blog: text, video or audio Confirmed Nadirah out of jail starts Journey through africa
Nadira enters Europe
Live (on locations) Nadirahs journey through europe, live when possible, always active on blog Nadirah in London
Release: Video (recorded earlier) Nadirah africa video release starts
Video Shoot Confirmed
David
Release: Video Drops (recorded earlier) Video Drops with Dave
Release: Video (recorded earlier) David africa video release starts
Video Shoot Confirmed
Sir Ian Briggs
Release: Video Drops (recorded earlier) Video Drops with Ian Briggs
Release: Video (recorded earlier) A ”news video with Ian Briggs is released
Live (on locations) Ian Briggs Live
Video Shoot Exact date not set
Video
Video Shoots
CONFIDENTIAL
Africa shoot: Nadirah, David, Ann-Marie Confirmed
Video Drops Shoot: Ann-Marie, David, Sir Ian Briggs Started Video drop & London shoot editing
Video drop
Nadirahs Journey Africa: Nadirah Zambia Africa Nadirahs Journey Through Europe
Nadirahs Journey Europe: Nadirah GIBRALTAR BERLIN CALAIS
Nadirah Caught in ”camp”: Nadirah Nadirah Caught
Runtime: For actors see details above Runtime
Video Team
Team Liam
DoP Africa confirmed
Sound Africa confirmed
Editor Africa confirmed
Runner
Team P
Associate producer: Daniel Chilla Africa confirmed
Associate producer: Jenny Appelgren
Creative Producer Africa confirmed
Assistant Editor / Grabs Confirmed
Editorial Staff: Runtime docusoap
Script
Treatments Treatment: Nadirahs Journey Through Europe Treatment: Runtime (London)
Final Scripts Script: Nadirahs Journey Through Europe & Calais Script: Runtime (London)
Mobile Apps Releases
CG1 Confirmed
CG2: Mail Hack CG2: Mail hack
CG3: CCTV Hack CG3: CCTV Hack
Map Game Map game
Point and Find Point and Find release
ARG and main sites
Main Sites
imnotamember Confirmed
consrpiacyforgood.com Confirmed
blackwellbriggs.com Confirmed
x0l Confirmed
Important releases on main sites
Magpie Confirmed
Spades Video Confirmed
BB-FIlm Confirmed
reedit BB-film Confirmed
Mayday Confirmed
Blogers
Ann Marie Started Ann Marie blogs
Marcus Started
Mat Osman Started
Brian Started
Nadirah
Planned support blogers
© Daniel Chilla, Chillafilm 21
onsdag 25 januari 12
The good three ...
Timeline

22. De goda tre...
Milestones, KPI, Deliverables
CONFIDENTIAL
CONFIDENTIAL
© Daniel Chilla, Chillafilm 22
onsdag 25 januari 12
The good three ...
Milestones, KPI, Delivarables

23. Manus i förändring...
Ett levande manus
Hard scritps, locked scripts
Soft scripts
Improv
Characters http://www.youtube.com/watch?v=2eQZOuuiK4A
On staff writers
On location writers
© Daniel Chilla, Chillafilm 23
onsdag 25 januari 12
Manuscript in change ...
A living scripts
Hard scritps, locked scripts Soft scripts
Improv
Characters
On staff writers On location underwriters
http://www.youtube.com/watch?v=2eQZOuuiK4A

24. Frågor
Kontaktuppgifter:
Mail: daniel@chillafilm.se
Twitter: dchilla
Webb: chillafilm.se (beta :)
© Daniel Chilla, Chillafilm 24
onsdag 25 januari 12
Questions:
Contact:
Mail: daniel@chillafilm.se
Twitter: dchilla
webb: chillafilm.se (work in progress :)

25. EXTRA: Storys
Staffing: flexible, agile competent
Nervous breakdowns: I warned you!
Insurances
We want it all in this production: but.... its a pilot!
Marketing pushes, we socialize
We want facebook: Then buy them!
Read the fucking script! - But its very long and complex!
KPIs, KPIs KPIs KPIs.....
The Transmedia Production Pipeline
© Daniel Chilla, Chillafilm 25
onsdag 25 januari 12
EXTRA: Story
Staffing: flexible, agile Competent
Nervous breakdowns: I warned you!
Insurance
We want it all in this production: but .... its a pilot! Marketing push, we socialize
We want Facebook: Then buy them!
Read the fucking script! - But its very long and complex! KPIs, KPIs KPIs KPIs .....
The Transform Media Production Pipeline