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Transcript of TRANSMEDIA STORYTELLING: HOW TO ACHIEVE CREATIVE ... MIPTV TRANSMEDIA STORYTELLING: HOW TO ACHIEVE...

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    TRANSMEDIA STORYTELLING:

    HOW TO ACHIEVE CREATIVE EXCELLENCE?

    Monday, 4th April, 2011

  • MIPTV TRANSMEDIA STORYTELLING: HOW TO ACHIEVE CREATIVE EXCELLENCE?

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    Jesse Cleverly Hello everybody. Welcome to the first session. It’s great, none of you have got hangovers,

    you’re all here, it’s great. We’re going to be talking about Transmedia and Creative Excellence

    this morning, but before we do that I thought we should just find out about what’s going on this

    week in Cannes. I think there is a small reel for you to all enjoy…

    Jesse Cleverly Well we’ll do our best to follow that. I’m afraid our dance troop were a bit late. Okay my name’s

    Jesse Cleverly, I’m moderating this session. I run a creative solutions company in London

    called Connective Media and we develop original IP for transmedia implementation and we’re

    going to be talking about transmedia creativity. We’re going to really try not to talk too much

    about money and ROI and all that because it feels like there’s plenty of people talking about

    that at the moment. But how does one actually create and pitch and roll out a transmedia

    property in such a way that you do achieve everything that you set out to achieve. And I have

    got some of the masters of the transmedia universe with me today. All of them could probably

    talk fascinatingly for the entire time that we have, so it’s going to be an exercise in brutally

    cutting people short and ignoring interesting things I’m afraid…

    Transmedia Storytelling:

    How to achieve Creative Excellence?

    Jesse Cleverly – Managing Director – Connective Media TV

    Christopher Sandberg – CEO – The Company P

    Nuno Bernardo – General Manager – beActive Entertainment

    Luke Taylor – Founder – Bigballs Films

    Matt Costello – President and Creative Director – Polar Productions

    Tracey Robertson – CEO – Hoodlum

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    Jesse Cleverly (Cont) …But first of all I think what we’ll do is we’ll just introduce everyone so you can get a feel for

    who’s on the panel today and where they’re coming from. And then we’re going to take the

    conversation from creativity and conception through to pitching, transmedia projects and some

    of the clients and some of the environments that you might be pitching into and some of the

    challenges there. We’re going to talk about commissioning and rollout of the properties. We’re

    going to talk about marketing and then we’re going to talk about how do we know when we’ve

    succeeded in transmedia, which is not the simple matter of how many people watched last

    night, as it used to be.

    So I’m going to start with Christopher.

    Christopher Sandberg Morning everybody, Christopher Sandberg, I’m the Chief Creative Officer of the Company P. I

    come from a background of combining theatre and games and drama. What we do is we do

    shows that the audience participate in, which often becomes transmedial, it doesn’t have to be,

    but where the audience can.....agency.

    Jesse Cleverly Do you have something to show Christopher?

    Christopher Sandberg I do have something to show. It’s the beginning of a reel for the Emmy’s, we’re nominated this

    year for the International Emmy, together with our partners Nokia and Tim Kring, and it’s sort of

    the beginning of a video so it’s going to be cut short very brutally and it’s a bit sort of cheesy but

    it tells a little bit of what we just did.

    Jesse Cleverly So if we could see the Company P video please.

    Company P Video…

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    Jesse Cleverly Great, thank you. Nuno.

    Nuno Bernardo Good morning. My name is Nuno Bernardo. I come from Portugal, from a company called

    beActive. My background is advertising and journalism. I set up beActive in 2002 to create

    stories that were platform agnostic. Our first project was Sofia’s Diary and from then we create

    other shows that were intended to be distributed on several platforms, from Flatmates, Final

    Punishment, Beat Generation and more recently Aisling’s Diary. We have a small promo that

    shows some of our past work.

    Jesse Cleverly Show the beActive promo please.

    beActive Video… Jesse Cleverly Thank you. Luke.

    Luke Taylor Hello, good morning, my name’s Luke Taylor, I’m a Founder of Bigballs Films. We’re in our fifth

    year now. One of our earlier projects was KateModern which basically launched us into this

    world of online storytelling. We’ve done a series of various different shows since then;

    Conquering Demons, Katie & Co, Dimensions, which was Asia’s first multi platform drama, and

    more recently the BAFTA Nominated, Who Killed Summer, which is the clip that I’m just about

    to show now.

    Jesse Cleverly Can we show the Bigballs clip please? Not a phrase I expected to say in public… or anywhere

    I hasten to add!

    Bigballs Video…

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    Jesse Cleverly What weren’t we seeing?

    Luke Taylor Actually that was it.

    Jesse Cleverly So cheap!

    Luke Taylor No there was a bit more to that, but no it basically ran down and showed where the show

    existed on various different platforms. But we can go on and talk about that.

    Jesse Cleverly Yes we’ll talk about that later. Tracey.

    Tracey Robertson My name’s Tracey Robertson. I am one of the Co-Founders of Hoodlum. Hoodlum’s been

    around for about 13 years now in multi platform content and we started our first big show, which

    was a multi platform drama series, it was called Fat Cow Motel, which we made in 2002 and

    was broadcast in Australia on the ABC. And that was a multi platform property that was

    commissioned from the outset, it was thirteen half hours of television and it was a massive

    online component, every platform that we could use we did. It was quite an early project for

    broadcasters, so we moved on to starting to work on other people’s TV properties and looking

    at how we can extend those into the multi platform space. And we’ve worked on some big

    projects in the UK, the US and in Australia. We’ve done a couple of projects for Lost in the US,

    Flash Forward, we’ve created some big things for Emmerdale and Prime Evil in the UK and also

    some very big properties in Australia. We’ve just completed production on a new project, which

    again is multi platform from the outset. It’s a very big budget project in Australia called Slide.

    It’s ten by one hour TV with a massive multi platform and we’re also just about to start work on

    a new project as well, which has just been commissioned with the movie network channel

    called Conspiracy 365, again multi platform from the outset. So for us we’re really…

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