DATA DRIVEN STORYTELLING - "We don't know all that much about our audiences" - Gunther explores the merging of behavioural research and monitoring with new form film, TV branding and it's ultimate effect on storytelling. 'The internet is a giant focus group and we can build applications and services that identify behaviours which can then fuel future projects' and he goes on to say that this is nothing new for product distribution which has developed since the 1950s when understanding what...

Building TV and Film Communities - A presentation by Laurel Papworth, given at the StoryLabs & Screen Australia Film 3.0 labs and digital ignition seminar held in Sydney in late Nov 2012. StoryLab's Podcasts: Recorded and Produced by Gary P Hayes BUILDING TV AND FILM COMMUNITIES - Laurel takes us methodically through the various steps to growing communities of interest around film and TV properties but also around the creative forces that drive them and how to make them feel inclusive...

Igniting the Imagination of Many, Architecting Story Worlds - Lance Weiler - Lance looks at new form storytelling and a less talked about attribute, value. He explores how in the attention economy it is important that story has utility, still entertaining but also have purpose and intention. He reiterates his Pandemic and Head Trauma transmedia case study in this context and social or community exploration and talks further about the balance between hyperlocal and global world building (how...

Playing with Film: Discovering and Shaping Gameplay in a Storyworld - Matt tackles the complex issue of how to carefully meld storytelling and game play. Starting with the philosophy that "Puzzles are the foundation of Story' he talks about how when writing a book, game or film how they are filled with puzzles for characters, filled with questions. He looks at some of the 70 key puzzle types and how they may be applied to certain genre or types of situations to help make story extensions...

Mobile Movie Mayhem - Jennifer a Director at the Project Factory, gives a deeply practical view of mobile for TV and Film extensions and how to deal with the paradox of making mobile apps to market movies but the apps themselves then need to be promoted. She helps orientate listeners around the mobile and tablet ecosystem, how to market apps, movie and TV app case studies, how to deal with App Store Gatekeepers, likely development costs and many more tips and tricks. With 9% more time spent...

The Multi Platform Story Ecosystem - Brian Seth Hurst takes us on a whirlwind ride through his four models of Transmedia Multi platform storytelling with case studies including Conspiracy for Good, Legion of Extraordinary Dancers, Supernatural. Using his four models (1) Heres the Story (2) I'm Listening (3) My World and Welcome To It (4) Take It, Its Yours - Brian looks at the power of Fan Fiction alongside professionally created Canon and how campaigns must always involve users to great or...

The Story of Transmedia Marketing Stories - Brian Cain takes us on a long journey from his early involvement with the poster boys of guerrilla internet marketing around Blair Witch and Art of the Heist through to his creative work with Campfire building multi platform marketing campaigns around major film and TV story brands. He begins by talking about the industry relationships particular how marketing departments can connect effectively with the story tellers and marrying hero's journeys to...

BAFTA winner Anthony Mullins (Creative Director of Hoodlum at the time of this recording) takes us through his companies process in developing multi platform stories then segues into comparing their campaigns for Salt and Bourne Legacy. Anthony begins by taking us through a range of practical tips from early concepts through to production challenges. Open and closed thinking through to development practise. He advises on how to approach and build story worlds, with or without the clients...

The Business of Games as Transmedia Brands - A 101 introduction to the games business and how to approach attaching multi million dollar games through to cheap and cheerful casual games to your multi platform story world. The importance of growing your brand and how upfront community and transmedia brand building is the most important factor in making any kind of success. Also some very surprising statistics surrounding entertainments biggest playground. A presentation from Anthony Reed,...

When Participation Becomes Promotion. How to use online participatory and social story to draw users into your IP. Using a film in production this explores the nature of social media as a way to create major interest in your project by getting users involved in the creative process. A presentation from Anthea Foyer (post throat infection!) given at the inaugural Screen Australia, StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P...

Making Stories Gameful - Creative IP and Desiging Play – Looking at Rage as a study of how to take IP from game, to book, to film. How to approach original branded IP and creatively develop from story world to game. A presentation from Matt Costello given at the inaugural Screen Australia, StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P Hayes. http://storylabs.us/mentors/#MATT-COSTELLO ABOUT MATT - Matt Costello is based in...

Making Transmedia Make Money - Why you are unlikely to make any money unless you are willing to deal with the small stuff, lots of it. Jennifer explores many digital business models and shows how they can be applied to almost any Multi Platform and Transmedia project. Case studies will feature non-commercial projects such as China Heart & Making Australia Happy and how they could have been commercialised. A presentation by Jennifer Wilson given at the inaugural Screen Australia &...

Creatively Failing Forward – Using two key properties, Sony XI ARG and Lewis Hamilton Secret Life ARG, this talk looks at the nature of interactive, finding need and developing community thinking. David also refers to his earlier ARG Perplex City and how to choose appropriate platforms for users. A presentation by David Varela given at the inaugural Screen Australia & StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P...

A step-by-step study of the writing process to a very tight interactive brief. How limited story world and entrenced stake-holders creates a freedom of its own and how trans-channel entertainment can still have have embedded educational value. A presentation by Neil Richards given at the inaugural Screen Australia, StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P Hayes. Neil Richards (UK)...

The Story Community. Building community around your story and game world and then growing and managing that community. Using examples of Big Brother, Master Chef and various online games, a step-by-step guide on how to build loyal users. A presentation from Laurel given at the inaugural Screen Australia, StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P Hayes. Laurel Papworth (Australia) http://laurelpapworth.com/about has been...

The Creative Story World Process – How transmedia is both commercial and real, the studio and broadcast system and how to create stories that engage and extend across platforms. Exploring services evolving from one to another using key case study of how Head Trauma moved into Pandemic and other projects. A presentation from Lance given at the inaugural Screen Australia, StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P...