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World Class Mentors announced for Screen Australia Multi Platform Residential Clinic

Screen Australia have released the names of eight of the nine mentors pulled together for this event by StoryLabs, on their site here. We copy the full release below too. It also worth mentioning the final submission date is not far way too, Friday 30 September.

Some of the Mentors on Screen Australia Digital Ignition Clinic


Friday 23 September 2011

Screen Australia is thrilled to announce the mentors for its upcoming Digital Ignition Multi-platform Clinic, including renowned pioneer Lance Weiler(US) on his first trip to Australia, whom WIRED magazine named “one of 25 people helping to reinvent entertainment and change the face of Hollywood”.

The team of mentors will join StoryLabs director Gary Hayes for a five-day residential workshop running 21–25 November in the New South Wales Southern Highlands. The purpose of the clinic is to enable selected teams to develop a multi-platform production strategy and roadmap for their experiential film, television, interactive or game project.

Other mentors include Matt Costello (US), writer of ground-breaking and award-winning novels, games and television; writer and producer David Varela (UK); and story executive, writer and producer Neil Richards (UK).Laurel Papworth, one of Australia’s leading social media experts; Jennifer Wilson, Director of the multi-platform media company, The Project Factory; and creative director, producer, visual and new media artist and curator,Anthea Foyer (Canada), will also join the mentoring team.

Applications to the Digital Ignition Multi-platform Clinic close on Friday 30 September. Guidelines and application details are available on the Screen Australia website.


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 official selection of the New Frontier section of the 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.

Matt Costello (US) http://mattcostello.com has written ground-breaking and award-winning novels, games and television. He wrote the groundbreaking Pirates of the Caribbean 3 game across all platforms. Rage, a 2011 release from id Software which Matt worked on, won the most Game Critics Awards at this year’s E3, including Best Console Game. Just Cause, (co-written with Neil Richards) debuted as the number one game for Xbox 360 in the UK and was named ‘Best Adventure Game’ at the 2006 E3. Other notable games include: Doom 3Hercules for Disney, The Dark Half for MGM, Derelict for The Syfy Channel, The Clue Chronicles for Hasbro,Barbie’s Riding Adventure for Mattel, Clifford’s Reading for Scholastic,Starsky & Hutch for Empire, and The Italian Job for Eidos. His novel Beneath Still Waters was filmed and released by Lionsgate and Penguin/Putnam published his latest suspense novel, Nowhere. His new novel, Vacation, will be published by St Martin’s Press in 2011.

David Varela (UK) www.davidvarela.com is a writer and producer who works across a huge range of media. He is currently producing and writing a global ARG sponsored by Reebok and starring Formula 1 driver Lewis Hamilton. Lewis Hamilton: Secret Life is running in nine languages for eight months, with live events staged in Africa, Europe, the Middle East and Asia. Prior to that, David wrote and produced the world’s first console-based ARG, Xi, based in Sony’s virtual world PlayStation Home. David’s background is as an award-winning writer for theatre, radio and advertising. His stageplays have been performed at the ICA, the Royal Court, Hampstead Theatre and RADA, and his short films have premiered in Leicester Square and been broadcast on ITV. He has also written several one-off dramas for BBC Radio 4 and BBC7.

Neil Richards (UK) http://storylabs.us/mentors/#NEIL-RICHARDS has story executive, writer and producer credits for BBC, ITV and Channel 4 in drama, children’s and entertainment. Since co-writing Starship Titanic with Douglas Adams in the mid-90s he has worked increasingly in interactive media, scripting children’s iTV, education, broadband and platform games, earning three recent BAFTA nominations, an IGDA Writing Excellence nomination and a Writers’ Guild nomination. He has written more than 20 game scripts including the popular titles DriverJust Cause (1 & 2)Broken Sword and The Da Vinci Code. He has mentored in workshops for BBC, PAL (Media Programme), PILOTS (Media Programme), PYGMALION (Media Programme/Paris/Berlin Film Schools), the Akademie für Kindermedien in Erfurt and Crossover Labs. He was one-time senior lecturer in screenwriting at Bournemouth University. He has also consulted for the BBC as a producer in creative development, devising and running Creative/Interactive Labs across the BBC.

Laurel Papworth (Australia) http://laurelpapworth.com/about has been creating and managing online communities for over 20 years. Marketingmagazine named Laurel ‘Head of Industry, Social Media’ for Australia and AdAge named Laurel in the Power150 bloggers globally. She is CEO of The Community Crew setting up online communities on forums and managing them including Everquest, Ultima Online, Westpac Bank, Junior Masterchef TV show, Middle East Broadcasting (women’s online community), Singapore Military, journalists with The Australian newspaper. She has been runningvirtual online communities since the late 1980s including virtual worlds and forums. Laurel teaches workshops on online community management, social media press releases, Facebook marketing, increasing your Twitter reach, and social media monitoring and measurement to governments, corporations, small business and not for profits in Australia, New Zealand, Asia and the Middle East.

Jennifer Wilson (Australia) is a Director of The Project Factory – a multi-platform media company. Jennifer teaches courses in multi-platform, trans- and convergent media. She works with emerging leaders across all forms of media to help them understand the connected, networked world. She has authored books and papers aimed at writers and film makers covering key concepts, business models, rights issues and new ways of thinking about copyright. Jennifer is a member of SPAA, on the board of AIMIA and chairs the Mobile Industry Group.

Anthea Foyer (Canada) http://antheafoyer.com/sidebar-menu-parent/about is a creative director, producer, visual and new media artist and curator. She has created, advised and mentored on a wide range of critically acclaimed projects including graphic novels, online narratives, wearables, interactive installations, participatory theatre, live events, multi-platform experiences and television and film convergence projects. Anthea is currently Co-founder, with Alex Mayhew, and Creative Strategist at The Labs, a creative and strategic consultancy that helps to deliver truly convergent properties that transform multi-platform challenges into opportunities for creative and commercial success.

For information about Gary Hayes, the director of the Digital Ignition Multi-platform Clinic, visit: www.personalizemedia.com/about  and for more information on StoryLabs visit: StoryLabs.us

Media Enquiries
Teri Calder T: 02 8113 5833; M: 0408 440 995

StoryLabs to run Screen Australia Digital Ignition Multi Platform Clinic

Screen Australia is proud to announce the inaugural Digital Ignition Multi-platform Clinic, a five-day workshop to support up to seven teams to develop a multi-platform strategy for an existing project.

With a view to strengthening and advancing Australian digital storytelling culture and its practitioners, this intensive workshop will focus on the deeper potential of multi-platform storytelling. It aims to assist traditional screen storytellers, digital creators and game developers to go beyond basic narrative extensions such as webisodes, Facebook and twitter updates, or brochure-style websites. Participants will develop a ‘story production bible’ enabling them to take a project across relevant platforms with meaningful and sustained interactions for users.

Screen Australia has engaged transmedia collective StoryLabs to direct the first workshop, under the guidance of its key founder Gary Hayes. An award-winning multi-platform producer, author, educator and director, Gary has designed and lead multi-platform/transmedia courses internationally and in Australia with AFTRS and Metro Screen. He was the director of AFTRS’s LAMP program for five years, was Senior Interactive Development Producer at the BBC for eight years, and was a Social TV Producer in the US. He now runs MUVEDesign and the influential media and marketing site PersonalizeMedia. Gary will be supported by up to eight high-calibre international and domestic experts.

“The Digital Ignition Multi-platform Clinic falls within the suite of support offered through our All Media Program, which seeks to ignite and strengthen digital understanding, expertise and activity within the Australian screen content sector,” said Screen Australia Investment Manager Mike Cowap. “We’re thrilled to be working with Gary and his StoryLabs network to make this as rich and practical a workshop as possible.”

Founder of StoryLabs Gary Hayes said, “We’ll deliver a highly structured program focused on all the important practical topics, including storytelling, user experience, design, technical, business and marketing. We’ll be using case studies and tried and tested exercises to hone participants’ processes, and ensure they leave with a tangible ‘bible’ and clear list of next steps for their project to get it off the ground.”

Applications are now open for producers with a feature film, game, linear or interactive drama or documentary, interested in developing strategies to take the property across multiple platforms. Screen Australia will favour those projects where a ‘key platform’ has a strong likelihood of going into full production.

The Digital Ignition Multi-platform Clinic will be run from Monday 21 November to Friday 25 November in rural NSW within 2 hours’ drive of Sydney.

Applications close Friday 30 September 2011.

For guidelines and an application form, visit the Screen Australia website.

For more information about StoryLabs visit: http://storylabs.us/
Media Enquiries
Teri Calder T: 02 8113 5833; M: 0408 440 995

Multi-Platform Lab

Multi-platform content, transmedia storytelling or cross media has developed into a relatively mature area for storytellers to either extend an existing property or create completely new ground-up experiences. Multi-platform storytelling will not be an option, as an audience will expect to experience rich interaction across and in all their media, with a different yet connected experience no matter where they are and what they are doing.

This new form of storytelling across multiple media platforms has great potential for those already familiar with basic game play, social media and high quality storytelling as it is a balanced mix of all three. These seminars and workshops focus on the deeper storytelling potential of 360 storytelling, helping traditional content makers go beyond a web scavenger hunt or point and click 2D website and develop a strong ‘story bible’ defining the environments a distributed narrative will exist in. Mentors will introduce story constructs that will drive meaningful interactions for the users across relevant platforms and techniques to retain a deeper narrative structure across works that may last weeks or months.

Mentored by practising transmedia producers and creators this lab is a mix of

  • 3-9 month consultancy and remote mentoring
  • Half day presentations across the wide range of transmedia developments
  • Full day workshops on transmedia development and multi platform prototyping and pitching
  • Intensive 3 day – 1 week incubators designed to truly inspire your next transmedia project and develop new forms for existing branded entertainment

Social Media Lab

We are seeing a revolution take place as traditional story tellers begin to introduce narrative into large and relatively unexplored communities and social networks such as Facebook, YouTube, Flickr or Twitter. It is also important to tread carefully and respect these ‘reflections-of-reality’ spaces and not to broadcast but to simultaneously listen, create and co-create with the community. Also it is critical that producers & writers of any new service can effectively grow and nurture community.

Developing great community and social media content story and services is also part marketing that will effectively engage with these new channels.

Areas covered by the sessions will include Social Media Entertainment, Marketing, Fragmented Story Telling, Improvisation, Characterisation, Audience Research, Participatory Forms, Community Management as well as covering all areas of long and short form story telling in collaboration with existing users of networks.

The Community StoryLabs will also seek to discover and define the ‘next’ frontiers of Social Media and mentored by globally renowned social media practitioners this lab is a mix of:

  • Half day presentations on key social media topics
  • 3-9 month consultancy and remote mentoring
  • Full day workshops on social network, communities and pitching new service ideas
  • Intensive 3 day – 1 week incubators designed to invigorate, develop and prototype your next social media project

Games Lab

We are currently in a gaming renaissance as three forces, artificial and emotional intelligence, photo realistic visual rendering and natural body interface create a perfect storm. Alongside this we are seeing the widespread introduction of 3D games which will present challenges and opportunities.

The potential for deep, cinematic and satisfying game creation is available to both traditional media creators and existing game producers who want to extend their abilities. But games are also becoming more casual and social too so these workshops and seminars will help storytellers create new game IP across console, casual, online & pervasive game story, level design and game play.

The labs will merge expanded gameplay and interaction with ever-evolving storyworlds and narrative. Mentored by internationally acclaimed game writers, designers and developers this lab is a mix of

  • Half day presentations on various Game topics
  • Full day workshops on game idea development
  • Intensive 3 day – 1 week incubators designed to truly inspire your game project and develop new ideas
  • 3-9 month consultancy and remote mentoring

On A Mission

StoryLab’s mission

  • To stimulate innovative story focused digital content creation in partnership with the industry and under the guidance of internationally recognised mentors
  • To disseminate new ideas, research and resources through on-line networks and educational training events
  • To assist production teams get their projects commissioned through the development of strong ideas and presentation and proof of concepts
  • To link creative teams with the transmedia industry players across broadcasting, mobile, new media and technology sectors
  • To create a neutral ground for collaboration between creative teams, global mentors and the Australian, US and UK entertainment industries


  • StoryLabs will pioneer next-generation storytelling techniques by pushing the limits of digital entertainment practices and technologies
  • StoryLabs will consist of a series of presentations, seminars, workshops and incubators – enabling the conception and development of original IP future story and audience centric services
  • StoryLabs will equip participants and project teams with the tools they need to create compelling interactive and multi platform services by being made aware of the range of deployed and emerging distribution channels available to them
  • StoryLabs is strategically content and service focused but with a healthy balance of technical and business relevance

Locative Lab

The online world has fast become mobile and along with this revolution we are seeing a vast arena open up for storytellers and game creators to explore, literally. Driven by geo-social networks we are heading into a future of place-based storytelling, augmented reality pervasive games and powerful, emotional interactions with the world around us.

These seminars and workshops help traditional content creators become proficient in creating original cutting edge smart mobile, wearable computing and touch tablet content and services that truly utilise place and space. Story based services including casual games, life enhancements, mobile social network design, augmented reality apps, pervasive games and emerging geo-location experiences.

Mentored by internationally acclaimed mobile content developers this lab is a mix of

  • Half day presentations on various mobile topics
  • 3-9 month consultancy and remote mentoring
  • Full day workshops on mobile service development
  • Intensive 3 day – 1 week incubators designed to truly inspire your next mobile project and develop new concepts

Innovation Lab

StoryLabs innovation strand is designed to promote new story centric ways of thinking about your existing properties, products or services. Creativity is increasingly central to the challenges and opportunities of the future and Innovation StoryLabsare about creativity specific to an industry and also as a general skill to be developed.There are a range of  StoryLabs methodologies that activate your exploration into new areas and move forward on strategic ideas. Mentored by international innovation trainers and recognised innovators this lab is a mix of:

  • Half day presentations on innovation techniques and new trends in your respective industry
  • Full day workshops on innovative product development, awareness raising and process and presentation
  • 3-9 month consultancy and remote mentoring
  • Intensive 3 day, 1 week incubators that will actually develop brand new concepts as well as extending your existing content

Ad Lab

Completely overhaul your approach to marketing and advertising with workshops and seminars designed to stimulate integrated thinking across multiple channels and devices. Branded entertainment has moved forward leaps and bounds in the last few years and the need to make sure most campaigns today have social media components are only part of the picture.

More than ever advertising needs the integration of great story and characterisation alongside the traditional channels but new opportunities open up too as new channels, especially mobile and outdoor start to become ubiquitous elements of peoples lives.

Mentored by some of the worlds best new form digital marketeers this lab is a mix of

  • Half day presentations on innovation techniques and new trends in advertising and marketing
  • Full day practical workshops on marketing developments, new form campaigns and formulating new creative
  • Intensive 3 day, 1 week incubators that will actually develop brand ad & marketing concepts as well as extending your existing portfolio
  • 3-9 month consultancy and remote mentoring

Join StoryLabs Community

Although still in its start-up phase, the StoryLabs Network has nearly 150 members of which 40+ are mentors.

It is free to join the network and begin connecting (in far more meaningful and deeper ways than traditional Facebook or Directory type networks) with some of the best creators in the world.

The network includes:

  • A member and growing mentor profile directory
  • Projects submitted and being discussed privately under Mutual NDA
  • Various groups to join and discuss publicly and privately
  • Postings on a range of new storytelling and transmedia topics
  • A complete rating, internal mail and friending system
  • A good mix of forums, status updates and activity

The site is in phase two development and phase three (built on Drupal vs WordPress/Buddypress) to be launched early in the new year will feature the most comprehensive consultant and mentor directory yet seen across multi platform storytelling sites.

The network is currently being updated and will be available around 8 Sep – for now if you want to submit a project for online mentoring then click here

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