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Data Driven Storytelling – Gunther Sonnenfeld – StoryLabs Podcast Ep16

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 consumers did with new products influenced the next wave – but now this can be done in real time and that knowledge can be used not only by the marketing and distribution channels but by the creatives themselves. But most tools used today whether social media filtering or other crude measurement tools is making it almost impossible for users to find content but also producers to reach them effectively. Using case studies and references to his work with big brands and studios Gunther talks about a future of audience usage AI, semantic automation, advanced monitoring techniques, adaptive development and much more to make the case that storytelling needs to be much more aligned with what users actually need and want – a data/story evolution.

Data Driven Storytelling – A 30 minute presentation by Gunther Sonnenfeld, 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

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Data Driven Storytelling - Gunther Sonnenfeld

Data Driven Storytelling – Gunther Sonnenfeld

Gunther Sonnenfeld (USA) – http://flavors.me/goonth Gunther Sonnenfeld has spent the majority of his 18-year career exploring the intersections of storytelling, entertainment, technology and brands. He’s taken his experience marketing films and TV into the multi-platform arena, and has been involved in various platform builds, from a music storyworld (“Talentzville” for WB Music) to digital asset management (Sony and Sony Classics) to an anti-piracy initiative (Paramount Studios), as well as numerous branded campaigns (Toyota, Rockstar Games, Kraft, Motorola and NRDC). Gunther is currently a producer on “Algren”, a feature documentary and cross-channel narrative on the life of Nelson Algren, an American beat writer who inspired numerous well known artists. He’s a co-developer and strategic advisor of CODOC, a unique storytelling and annotative video platform incubated by Virgin Media Innovation Lab that connects documentary-style narratives to communities and content creators around the globe. In 2006, he won Best Feature Documentary at X-Dance for his work on “FLOW”, the story of The Channel Islands Surfboards brand. As a social technologist he’s acquired several awards including a 2010 Forrester Groundswell Award for work identifying online influencers on behalf of Adobe. In 2011, Gunther’s advisory and product development work for Coincident TV helped the startup garner a couple of Emmy nominations.

 

 

Building TV and Film Communities – Laurel Papworth – StoryLabs Podcast Ep15

laurel_portraitBUILDING TV AND FILM COMMUNITIES - Laurel takes us methodically through the various steps in how to grow ‘communities of interest’ around film and TV properties but also building networks around the creative forces that drive these properties and how to make them feel inclusive and involved. She refers to the issues of pushing content at audiences vs making users find, filter and forward content on your behalf and also about the difference between a campaign and a collaborative goal with the users. Laurel touches on crowd-funding using a range of case studies and introduces the seminar with a simple look at how to use Facebook to find some key metrics around brands and keywords and ends on the importance of influencers and building a trusted relationship with your key networks.

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

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LAUREL PAPWORTH (AUS)Laurel was named in 2012 by Forbes magazine in the Top 50 Social Media Influencers globally , and Marketing Magazine named her “Head of Industry, Social Media” for Australia. Author of Social Media Revenue, Laurel has consulted globally including with Singapore Government and Middle East Broadcasting, and in Australia, with Westpac, Sony, local, State and Federal Government. Laurel is the CEO of The Community Crew managing massive gaming and online communities including Facebook and forums for reality TV shows such as Junior Masterchef. Since 2005, Laurel has been lecturing on online community management at the University of Sydney, AFTRS, UWS etc and she has been managing virtual communities since 1989. Laurel’s blog laurelpapworth.com has been named by AdAge in the Power150 media blogs worldwide and she is in the top 10 bloggers for Australia as well as100 Most Powerful Women on Twitter.

 

 

Igniting the Imagination of Many, Architecting Story Worlds – Lance Weiler- StoryLabs Podcast Ep14

LanceWeiler

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 local can cause global effect) in reference to Hope is Missing (sci-fi horror) and Laika. Lance shows how his worlds can easily extend to physical space and story focused shareable objects – where the social connected objects and communication devices connects users to actual characters and draws them into the narrative. He introduces his collaborative social benefit project called Igniting the Imagination of Many, kids problem solving world issues together and the importance of having a solid set of design principles before setting out on complex multiplatform story telling. He finishes on 6 key tips to create transmedia story including ‘taking time’, ‘why are you doing it’, ‘let go of a single point of view’ and more crucial words of advice.

Igniting the Imagination of Many, Architecting Story Worlds - A presentation by Lance Weiler, 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

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lance_comp

LANCE WEILER (US) http://lanceweiler.com/press  TwitterLance Weiler is a storyteller, entrepreneur and thought leader. An alumni of the Sundance Screenwriting Lab, he is recognized as a pioneer because of the way he mixes storytelling and technology. WIRED magazine named him “one of 25 people helping to re-invent entertainment and change the face of Hollywood.”  He sits on a World Economic Forum steering committee for the future of content creation and teaches at Columbia University on the art, craft and business of storytelling in the 21st Century. Lance is currently working on a trilogy of participatory storytelling projects the first of which took place this past Fall and included an actual space launch. 

 

 

Playing with Film, Shaping Gameplay in a Storyworld – Matt Costello – StoryLabs Podcast Ep13

Matt_CostelloPlaying 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 engaging. Matt talks about the difference of gamification vs puzzlefication around the film story, how to connect with what users are doing, expanding horizons and how they can feed into a film universe. (An edit of a seminar talk and a clinic talk, with some gaps where live participations originally took place)

Playing with Film Story – A presentation by Matt Costello, given at the StoryLabs & Screen Australia labs and digital ignition seminar held in Sydney in late Nov 2012. StoryLab’s Podcasts: Recorded and Produced by Gary P Hayes

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Matt Costello (US) –  Matt Costello’s best-selling and award-winning work across all media has meshed gameplay, technology and story. He is the writer and creator of groundbreaking games, novels, nonfiction and TV in both U.S. and Europe. Much of his work has involved working with and creating IP for major films. He wrote and co-designed Pirates of the Caribbean: At World’s End, working closely with the series screenwriters Ted Elliott and Terry Rossio. The game, Disney’s first world-wide #1 best-seller, had to capture the world of the first three films, and yet present a new twist on the characters and the story. For Universal Pictures and Simon & Schuster, Matt wrote the original prequel novel to Peter Jackson’s King Kong, Island of the Skull, creating an original story working closely with the film’s screenwriter, Phillipa Boyens. Other film properties that Matt has worked with across both game and other media platforms include Bad Boys, The Italian Job, and — for Disney – Aladdin, Hercules, and G-Force. He wrote and co-created the bible for the hit game Doom 3, which became the basis for the recent film. He has written and co-created original IP, including the games Just Cause 1 & 2, currently being developed as films by Eric Eisner’s L + E Pictures. His horror novel, Beneath Still Waters, was filmed by Lionsgate in 2004, and released worldwide. Other recent novels and games are also currently being developed as films.

Mobile Movie Mayhem – Jennifer Wilson – StoryLabs Podcast Ep12

Jennifer Wilson

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 when 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 with apps than the general web Jennifer helps us understand the pros and cons of StoryTelling using mobile apps and why it is important to develop new and highly personalized experiences playing on the fact that your mobile is an extension of yourself. She finishes on practical advise for storytellers on how to engage and develop apps.

Mobile Movie Mayhem – A presentation by Jennifer Wilson, given at the StoryLabs & Screen Australia labs and digital ignition seminar held in Sydney in late Nov 2012. StoryLab’s Podcasts: Recorded and Produced by Gary P Hayes

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JENNIFER WILSON (AUS) -  is one of the vital cogs in the machine that is The Project Factory. With more than 20 years experience in interactive media.  Jen brings a zeal for device-independent relationships with consumers, storytelling across multiple platforms and a passion for all things mobile.

Jennifer combines solid commercial sense based on over twenty years in business, with a technical understanding of the issues of transmedia and multiplatform production; and wraps this in a bundle of creativity and curiosity. Her previous posts include Managing Director of HWW, Head of Innovation for ninemsn and principle of boutique consultancy, Lean Forward.

Jen is the author of many papers on digital screen content issues including ‘Getting in the digital frame: A screen producer’s guide to the digital landscape’, ‘The Digital Deadlock: How clearance and copyright issues are keeping Australian content offline’,  ‘ Pocket Power: getting your content mobile’ and co-author of ‘The Writer’s Guide to Making a Digital Living’.

She has a zeal for device-independent relationships with consumers, storytelling across multiple platforms and a passion for all things mobile. Jen sits on the Council of the Screen Producers Association of Australia representing the Interactive Media Division.

The Multi Platform Story Ecosystem – Brian Seth Hurst – StoryLabs Podcast Ep11

Brian Seth Hurst and Tim Kring

Brian Seth Hurst and Tim Kring

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 Story canon and how campaigns must always involve users to great or lesser degrees. He begins by painting a broad picture of how to appreciate and develop storyworlds and map them across a multi platform ecosystem – while constantly keeping your eye on the franchise as it spreads into user created content.

The Multi Platform Story Ecosystem – A presentation by Brian Seth Hurst, given at the StoryLabs & Screen Australia labs and digital ignition seminar held in Sydney in late Nov 2012. StoryLab’s Podcasts: Recorded and Produced by Gary P Hayes

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BRIAN SETH HURST (US) is CEO of The Opportunity Management Company, a strategic consultancy that is driving innovation and the next generation of entertainment. Referred to as “the father of cross platform”, Brian coined the term in 1998 as MD of Convergent Media at Pittard Sullivan, where he launched TV Guide as the first ever cross platform brand. Hurst’s credo, “go to where your audience lives” continues to transform the relationship of audiences to programming.

Under Brian’s leadership, TOMC has assisted broadcast clients and content rights holders in extending their programming and building communities on new platforms. The company has a rich practice in the building of “cross media and multiplatform ecosystems” including Alternate Reality Games and the burgeoning field of Augmented Reality. Clients have included: Showtime, Lifetime, SVT (Swedish Pubic Television), New Zealand Trade & Enterprise, NBCUniversal, Intel, Les Mills Fitness and AOL as well as successful start-ups including Nixle and Paltalk. Hurst was on the team at Pittard Sullivan as MD of Convergence that developed the original user experience for TiVo. He has held or holds advisory board positions with MobiTV, Zannel, Vwalls, Social Samba and Nixle. Hurst is a principal and is currently at work on Tim Kring’s (creator of Heroes) project the award winning “Conspiracy For Good” for which he created the terms “Social Benefit Storytelling” and “Social Benefit Marketing” to describe this new entertainment genre and the project’s impact.

Well known for his dedication and service to the industry, Brian spent 10 years on the Board of Governors of the Academy of Television Arts & Sciences building the Primetime Emmy® Brand Strategy and serving in various positions including Second Vice Chair. He served 3 terms on the National Board of the Producers Guild of America. Recipient of an Interactive TV Today [itvt] Award for Leadership in Interactive Television, he has been profiled in Emmy® Magazine one of the 10 media executives in the business leading the industry’s digital drive. Hurst was named two years running to the Hollywood Reporter/PGA Digital 50. Previously, he served two terms as Chairman of the Producers Guild of America New Media Council while simultaneously serving on the Television Academy’s Board of Governors representing Interactive Media. Hurst was appointed Global Digital Ambassador for the International Academy of Television Arts & Sciences in 2009.

Hurst is also co-author with Olivia Newton-John of Simon and Schuster’s bestselling children’s book “A Pig Tale”.

The Story of Transmedia Marketing Stories – Brian Cain – StoryLabs Podcast Ep10

brian_cain_clinicThe 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 and now GMD Studios 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 audience, defined as skimmers, dippers and divers. Brian talks us through some of the thinking behind campaigns such as True Blood and Terminator, how their multi platform transmedia approach respected the psychographic profiles of audience engrossed in the story worlds. He stresses the importance of using appropriate metrics to measure engagement vs traditional quantity based approaches, to really lock down KPIs, build strategic foundations and how to measure the multi platform story success.

The Story of Transmedia Marketing Stories – A presentation by Brian Cain, given at the StoryLabs & Screen Australia digital ignition Lab held in Sydney in late Nov 2012. StoryLab’s Podcasts: Recorded and Produced by Gary P Hayes

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BRIAN CAIN (US)  has been a leading experience designer and Creative Director in the world of immersive marketing for over a decade.   In 1999, while working withHaxan Films (makers of Blair Witch,) Brian became the head content producer for the website Freakylinks.com, a highly trafficked year long extended experience for the Fox TV series of the same name.  He later found success as a creative director for Campfire NYC working on the Cannes Lion award winning ARG Art of the Heist for Audi.  He has since served as Creative Director on a wide variety of entertainment projects including two seasons of HBO’s True Blood, the feature film Terminator Salvation, Penguin Books’ Nightshade and video game titles Homefront for THQ and F.E.A.R. 2 for Warner Brothers. Other career highlights include creating a yearlong experiential virtual island for Pontiac in Second Life, and serving as a creative lead for extended experiences by Game of Thrones for HBO and Shark Week for Discovery. Brian has spoken about his transmedia experiences at venues such as SXSW, NAPTE, New Media Days in Copenhagen and various university lecture halls. He currently works as Executive Creative Director for GMD Studios with teams in New York and Orlando.

A Tale of Two Campaigns – Salt vs Bourne – Anthony Mullins – StoryLabs Podcast Ep09

anthony-mullinsA Tale of Two Campaigns - 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 involvement, and how best to keep up to date with trends. Anthony also talks through all the challenges around understanding an audience, what they do and how best to fulfil their needs through to handling expectations and the issues around lead in times if the transmedia project is promoting a specific release date for a film.

A Tale of Two Multi Platform Campaigns – A presentation by Anthony Mullins, given at the StoryLabs & Screen Australia digital ignition Lab held in Sydney in late Nov 2012. StoryLab’s Podcasts: Recorded and Produced by Gary P Hayes

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Anthony Mullins (Australia) –  is a BAFTA and AWGIE award winning screenwriter and director. The projects Anthony has written and directed have won numerous international awards including a Primetime Emmy, an International Digital Emmy, two BAFTAs and five Australian Writers Guild awards. He has been the creative director and lead writer on several award-winning interactive projects for major film and television productions including Lost, Spooks, Primeval, FlashForward, The Bourne Legacy and Salt. Clients include ABC (US), Sony Pictures, Universal NBC, ITV, BBC and National Geographic. His short films and TV documentaries have been selected for Official Competition in some of the world’s most prestigious film festivals including Cannes Film Festival, Aspen Shortsfest, Karlo Vary Film Festival and SXSW. ??Anthony is currently the Creative Director of Hoodlum, a leading multi-platform studio based in Brisbane, Australia.

StoryLabs & Screen Australia 1 Day Seminar – Film 3.0 Making Multi-platform Transmedia Movies Dec 3

I am delighted to be able to run these public seminars which are off the back of, and feature all of the mentors for the previous 1 week residential lab. The speakers are top of their field (international folk are completely over their jetlag – these things are important!) but I think what makes the seminar unique, is that immediately following a week of practical and intensive workshopping, the talks are extremely practical and realistic. Most of the people who came to the same seminar in Melbourne last year indicated that it was the best of its kind. Being central Sydney and in the rather unique ‘parliamentary layout’ of the SMC, it will be a highlight of the multi platform calendar this year.

Full release from Screen Australia(also we will likely have a short very practical talk too from Firelight on their recent multi platform works)

Screen Australia and StoryLabs will present world-class film campaign designers and experiential storytelling experts in a one-off, full-day public seminar in Sydney on Monday 3 December. Film 3.0 | Making Multi-platform Movies will showcase insights, case studies and practical guidance on producing multi-platform extensions for feature films; turning them from one-off views into an exploratory, expanded ‘storyworld’ spread across mediums, platforms and devices. Attendance is strongly recommended for film and digital industry professionals.

The seminar will be led by 10 of the industry’s leading experts who have worked across properties including King KongGame of Thrones, The Bourne Legacy, Terminator Salvation, Magnolia, Titanic, Pandemic, Salt, True BloodGangs of New York, Pirates of the CaribbeanStorm Surfers 3DLostand many more.

Speakers include renowned pioneer Lance Weiler (US), named by WIREDmagazine as ‘one of the 25 people helping to reinvent entertainment and change the face of Hollywood’; Brian Cain (US), Creative Director of GMD Studios and film ARG pioneer; the ‘Father of Cross-platform’ Brian Seth Hurst (US); Forbes global ‘Top 50 Social Media Influencer’ and Marketingmagazine’s ‘Head of Social Media Industry’ Laurel Papworth (Aus); and Hoodlum’s multi-award winning Nathan Mayfield (Aus).

Taking a feature film narrative across multiple media platforms enables creative productions to connect with a wider, more involved audience and be more commercially viable. Developing a single story idea across devices, channels and communities requires an intensive creative process, knowledge of the landscape and complex production management. This one-day seminar, chaired by interactive TV pioneer Gary Hayes (Aus), cuts through the noise to focus on the core aspects of making feature films more social, game-like and spreadable, by exploring audience intelligence, story architecture, new marketing, evolved business models, community building, creative technology and user interaction design, to help practitioners take their idea from page to screen.

  • Lance Weiler (US) is a storyteller, entrepreneur and thought leader, and creator of some of the world’s most original cinematic transmedia projects, including Head Trauma and Pandemic, which was selected for the Sundance Film Festival’s New Frontiers. He will discuss story architecture in relation to his current interactive work surrounding a special David Cronenberg (The FlyScannersExistenz) project produced in conjunction with Canadian Film Centre and Toronto International Film Festival.
  • Brian Cain (US) is a leading creative director who will discuss marketing as storytelling using case studies of Terminator Salvation,Game of ThronesTrue Blood and key involvement in earlier ground-breaking ARG works such as Blair Witch and Art of the Heist.
  • Nathan Mayfield (Australia), Chief Creative Officer at Emmy®-winning agency Hoodlum, will discuss the business of extending film through examining his work on The Bourne Legacy and Salt.
  • Matt Costello (US) is a games, film and novel writer with who has worked on extensions, including King KongPirates of the Caribbean: At World’s EndBad Boys 2, and consulted on Titanic. He will explore the relationship between game and film, and finding the most appropriate game play categories.
  • Laurel Papworth (Australia), CEO of Community Crew and named by Forbes as one of the global Top 50 Social Media Influencers has set up and managed online communities including Big BrotherJunior Masterchef, Sony, Universal Pictures, Event Cinemas and large multiplayer game properties. She will case study some of her work to demonstrate how to manage film communities, going beyond ephemeral viral or promotion, to how to create loyal film communities.
  • Brian Seth Hurst (US) is known as ‘the father of cross-platform’. He’ll case study his work with high profile talent and brands, such as with Heroes creator Tim Kring, to discuss building storyworlds, and sustaining them by engaging the conversation between filmmaker and audience.
  • Gunther Sonnenfeld (US), who has taken his vast experience of marketing major films such as Magnolia and Gangs of New York into the multi-platform arena, will discuss data-driven storytelling; understanding archetypes and online behaviour in order to find your audience.
  • Mike Cowap (Australia), an Investment Manager with Screen Australia with a focus on multi-platform and interactive production, will discuss how to finance extensions to feature films.
  • Gary Hayes (Australia) is the founder of StoryLabs and Senior Producer and Product Development Manager at ABC TV Multi-Platform creating new formats and dual screen, social TV experiences. He will chair the event and provide context by presenting popular examples of multi-platform feature film, and close by discussing best practice in the practical aspects of cross-media production.

Speakers for the seminar will also be mentors for the second Digital Ignition Multi-platform Clinic facilitated by StoryLabs, part of Screen Australia’s Multi-platform Program, which will support eight selected feature film teams developing production-ready, multi-platform strategies through a workshop being held 26–30 November.

Film 3.0 | Making Multi-platform Movies will be held on Monday 3 December 2012 at the SMC Conference and Function Centre in Sydney.

Tickets are $50, and are available at:
multiplatform-movies.eventbrite.com.au
Media Enquiries
Teri Calder T: 02 8113 5833; M: 0408 440 995
teri.calder@screenaustralia.gov.au

World Renowned Mentors for StoryLabs, Screen Australia Multi Platform Film Clinic

I am delighted to be directing probably the best selection of mentors/speakers on the StoryLabs facilitated Screen Australia lab at the end of November. This is a week long clinic and public day seminar for eight top Australian Feature film creative & digital teams mentored by the best ‘audience, media business and story centric’ brains in the world. Looking at the multi platform experiences, transmedia/arg extensions, social media story and digital campaigns created by the mentors demonstrates the amazing depth of experience – these include King Kong, Game of Thrones, Bourne, Terminator, Magnolia, Titanic, Pandemic, Salt, True Blood, Gangs of New York, Pirates of the Caribbean, Lost and many more extensions across TV, games, print and advertising.

The press release from Screen Australia last week (below) reveals the first confirmed mentors as world practitioners and thought leaders in this area ‘changing the face of Hollywood’, ‘the father of Cross platform’ & Forbes global top 50 Social Media expert and so on. I am also delighted to announce (not included in the below release) that Nathan Mayfield and Anthony Mullins from Australia’s top ‘multi platform’ agency Hoodlum will also join the mentoring team and a fifth international mentor, world leading film experiential creative, Brian Cain Creative Director GMD Studios is being finalised. Of course the teams will also receive expert mentoring from Gary Hayes (ABC TV, StoryLabs, BBC, LAMP) and Mike Cowap (Investment Manager at Screen Australia and author of Film 2.0 ‘Multi Platform Strategies for Feature Film’. There will also be special visitors giving short presentations around new ideas around cinema and local australian distribution opportunities.

Below the Screen Australia release

Tuesday 25 September 2012 (updated 26 September 2012)

Screen Australia is pleased to announce mentors for its upcoming Digital Ignition Multi-platform Clinic, a five-day residential workshop focused on developing multi-platform extensions for forthcoming Australian feature films.

Speakers include renowned pioneer Lance Weiler (US), named by WIREDmagazine as ‘one of the 25 people helping to reinvent entertainment and change the face of Hollywood’; Brian Cain (US), Creative Director of GMD Studios and film ARG pioneer; the ‘Father of Cross-platform’ Brian Seth Hurst (US); Forbes global ‘Top 50 Social Media Influencer’ and Marketingmagazine’s ‘Head of Social Media Industry’ Laurel Papworth (Aus); and Hoodlum’s multi-award winning Anthony Mullins (Aus).

The team of mentors will join the clinic’s director, StoryLabs’ Gary Hayes,in Sydney from 26 to 30 November.

Applications to the Digital Ignition Multi-platform Clinic close on Friday 5 October 2012 (extended from Tuesday 2 October 2012). Guidelines and application details are available on the Screen Australia website.

MENTOR BIOGRAPHIES

LANCE WEILER (US) http://lanceweiler.com/press is recognised as a pioneer in mixing storytelling and technology. Businessweek named him ‘one of the 18 who changed Hollywood’ alongside the likes of George Lucas and Steve Jobs. His films include The Last Broadcast and Head Trauma, around which he also made an acclaimed ARG (alternate reality game), and an online documentary series, Radar, which was nominated for a Streamy Award. In 2011, Lance’s Pandemic, an immersive storytelling project, was an official selection of the New Frontier section of Sundance Film Festival. He sits on a World Economic Forum steering committee for the future of content creation, and teaches at Columbia University on the art, craft and business of storytelling in the 21st century. Lance is founder of the Workbook Project, an open creative network, and writes a regular column for Filmmaker magazine on the impact of tech on entertainment.

BRIAN CAIN (US) http://www.briancaincreativedirector.com/ has been a leading experience designer and Creative Director in the world of immersive marketing for over a decade.   In 1999, while working with Haxan Films (makers of Blair Witch,) Brian became the head content producer for the website Freakylinks.com, a highly trafficked year long extended experience for the Fox TV series of the same name.  He later found success as a creative director for Campfire NYC working on the Cannes Lion award winning ARG Art of the Heist for Audi.  He has since served as Creative Director on a wide variety of entertainment projects including two seasons of HBO’s True Blood, the feature film Terminator Salvation, Penguin Books’ Nightshade and video game titles Homefront for THQ and F.E.A.R. 2 for Warner Brothers. Other career highlights include creating a yearlong experiential virtual island for Pontiac in Second Life, and serving as a creative lead for extended experiences by Game of Thrones for HBO and Shark Week for Discovery. Brian has spoken about his transmedia experiences at venues such as SXSW, NAPTE, New Media Days in Copenhagen and various university lecture halls. He currently works as Executive Creative Director for GMD Studios with teams in New York and Orlando.

ANTHONY MULLINS (Aus) - Anthony is a BAFTA and AWGIE award winning screenwriter and director. The projects Anthony has written and directed have won numerous international awards including a Primetime Emmy, an International Digital Emmy, two BAFTAs and five Australian Writers Guild awards. He has been the creative director and lead writer on several award-winning interactive projects for major film and television productions including Lost, Spooks, Primeval, FlashForward, The Bourne Legacy and Salt. Clients include ABC (US), Sony Pictures, Universal NBC, ITV, BBC and National Geographic. His short films and TV documentaries have been selected for Official Competition in some of the world’s most prestigious film festivals including Cannes Film Festival, Aspen Shortsfest, Karlo Vary Film Festival and SXSW. 

Anthony is currently the Creative Director of Hoodlum, a leading multi-platform studio based in Brisbane, Australia.

MATT COSTELLO (US) www.mattcostello.com has best-selling and award-winning work across all media meshing film, gameplay, technology and story. He is the writer and creator of many groundbreaking games, novels, non-fiction and TV in both the US and Europe. Matt has written and consulted on numerous multi-platform extensions to feature film includingTitanic, Pirates of the Caribbean: At World’s End, Bad Boys 2, Disney’sHercules and AladdinThe Italian Job, and Peter Jackson’s King Kong. He has scripted and designed dozens of best-selling and award-winning games including the critically acclaimed The 7th GuestDoom 3RageJust Causeand G-Force. Matt’s written episodes and created formats for television for PBS, The Disney Channel, The SyFy Channel and the BBC among others. His novel Beneath Still Waters was filmed and released by Lionsgate.

GUNTHER SONNENFELD (US) http://heardable.com/team.php is an expert in the intersections of storytelling, entertainment, technology and brands and is an award-winning social technologist. He’s taken his experience marketing films such as Magnolia and Gangs of New York into the multi-platform arena, and has been involved in various platform builds from digital asset management for Sony and Sony Classics to an anti-piracy initiative for Paramount Studios, as well as numerous branded campaigns. Gunther is the Co-Founder and Chief Strategy Officer of Heardable, a leading-edge brand intelligence platform that provides market insights for companies such as Disney, 20th Century Fox, Hulu, Warner Bros. and Facebook. He is also a co-developer and strategic advisor of CODOC, a unique storytelling and annotative video platform incubated by Virgin Media Innovation Lab that connects documentary-style narratives to communities and content creators around the globe. Gunther is about to complete his second book, entitled Breakpoint: How to Build Authentic Brands, Empower Markets and Scale Economies through the Power of Story.

BRIAN SETH HURST (US) http://oppmanagement.com/wordpress1/, referred to as ‘the father of cross platform’, developed the Rapid Cross Media Initiative to assist broadcast clients in extending their programming to audiences and communities on new platforms. The methodology established a clear workflow for the strategy, planning, budgeting and production of integrated storytelling across platforms including broadband, interactive television, games, mobile, social networks and personalised media. His company brokers relationships between leading storytellers, technology companies and brands, provides multi-platform strategy and production services, and distribution. Clients have included Showtime, Lifetime and NBCUniversal. Hurst is a principal of Heroes creator Tim Kring’s multi-platform award-winning experience Conspiracy for Good. Hurst was appointed Global Digital Ambassador for the International Academy of Television Arts & Sciences in 2009. He served two terms as Chairman of the Producers Guild of America New Media Council while simultaneously serving on the Academy of Television Arts & Sciences Board of Governors. Currently, he is Second Vice Chair of the Television Academy and sits on the National Board of the PGA. Recipient of a 2006 Interactive TV Today Award for Leadership in Interactive Television, he was profiled in the April 2007 issue of Emmy® Magazine as one of the 10 media executives in the business leading the industry’s digital drive, and in November of 2007 was named in The Hollywood Reporter’s PGA ’Digital 50’ for the second year in a row. Hurst’s credo, “go to where your audience lives”, is transforming the relationship of audiences to programming.

LAUREL PAPWORTH (Australia) http://laurelpapworth.com/about Laurel was named in 2012 by Forbes magazine in the Top 50 Social Media Influencers globally, and Marketing Magazine named her “Head of Industry, Social Media”. She has consulted globally including with Film and TV properties & studios including Sony, Universal, Event Cinemas plus other industries Singapore Government and Middle East Broadcasting, and in Australia, with Westpac, local, State and Federal Government and films such as Scorched and Storm Surfers 3D. Laurel is the CEO of The Community Crew managing massive gaming and online communities including Facebook and forums for reality TV shows such as Junior Masterchef. Since 2005, Laurel has been teaching online community management at the University of Sydney, Australian Film, TV and Radio School (AFTRS), Metroscreen and she has been managing virtual communities since 1989. In the last few months Laurel has appeared as Social Media commentator and expert on Finance Quarter, Lateline, 7:30 Report, Midday Report ABC, and in the Australian Financial Review, The Australian, Radio National and other media channels. AdAge named in the Top 150 Media Bloggers, and she is on Google Plus’s Recommended List

GARY HAYES (Australia) www.personalizemedia.com/about, the director of the Digital Ignition Multi-platform Clinic, is an award-winning multi-platform producer, author, educator and director. He is currently Senior Producer and Manager of Product Development at ABC TV Multiplatform responsible for delivering new editorial formats against ABC TV shows including dual screen, social TV and mobile and recently exec produced apps and sites around Miss Fisher, GoodGame, QandA Live Vote, Mabo and many others. He founded the global training group StoryLabs StoryLabs.usin 2010 and is CEO of Multi-platform company MUVEDesign, creating branded and story-based multi-platform, augmented reality and virtual worlds for major brands. Gary was previously Senior Development Producer and Manager at the BBC in UK for eight years – delivering interactive social TV, broadband internet and emerging platforms to millions of UK users on TV shows including Top of the Pops, Walking with Beasts, Antiques Roadshow, BBC News Specials and more. After two years in the US as interactive producer working on shows such as LWord, LAX and Law and Order, Gary became the founding director of the AFTRS innovation workshop LAMP, which he ran from 2005 to 2010. He recently became a Distinguished Talent permanent resident in Australia and since 2005 runs the top 10 AdAge Power150 Media & Marketing blog personalizemedia.com in Australia. Gary designs & lectures on full-time multi-platform content courses at MetroScreen and AFTRS, has been an International Interactive Emmy® juror for the past few years and adjudicates on several multi-platform funding initiatives.

MIKE COWAP (Australia) - Mike has been a Development Manager with Screen Australia (formerly Australian Film Commission) since 2005, with responsibilities across animation, digital media, feature film, television series, and documentary. Projects funded and managed have included comedy series Wilfred andBogan Pride, feature film Black Water, documentary features Words from the City and Bastardy, cross-platform projects First Australians Onlineand Girl Friday, and many others. He has managed a number of award-winning short animations, including Mutt, (Winner Yoram Gross Animation Award at Sydney Film Festival, selected for Annecy, and AFI-nominated for Best Animation) and Ephemeral (Most Innovative Film, Sydney Film Festival, and selected for Palm Springs and Stuttgart). Mike has also managed special animation initiatives in partnership with Australian broadcasters. Prior to joining the AFC, Mike worked with animation studio Monkeystack, where he produced 2D/3D animation and VFX for television commercials and shorts, and mobile phone content, websites, and games. Projects included Dots & Diamond, an AIMIA-Award winning online animated game for ABC and La Musica Fantastica, an interstitial mini-series for mobile phone for ABC, SAFC and mNet. Previously, Mike was Manager of Industry Development at the South Australian Film Corporation.  His remit covered all programs and initiatives designed to help nurture and strengthen the film, television and digital media industries in the State. Prior to emigrating from the UK in early 2003, Mike was co-ordinator of the short film initiatives and related training at the UK Film Council, the British government’s strategic film body.  Prior to this, Mike worked in independent feature film and television production in the UK.  During his time as Development Exec at Picture Palace North he was involved in the feature films Large and The Acid House, both for FilmFour. Mike has also worked extensively in script evaluation, with clients including the Danish Film Institute, North by Northwest screenwriting initiative, the First Film Foundation (UK) and Yorkshire Media Production Agency (UK).

Media Enquiries
Teri Calder T: 02 8113 5833; M: 0408 440 995
teri.calder@screenaustralia.gov.au

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