The Power of Transmedia Storytelling with Jeff Gomez

  • About
  • Day1 Speakers
  • Day2 Speakers
  • Getting There
  • Schedule

ASDCS in association with WIFT NZ introduces:

Creating Blockbuster Worlds: the Power of Transmedia Storytelling, Plus Transmedia Toolbox

Tues 30 July - Wed 31 July 2013

ASDCS, Auckland Screen and Digital Content Strategy leadership group, is proud to announce the first of the their annual events. Every year this event will highlight convergent screen and digital content producers, techniques and technology that exploit digital convergence.

Join Jeff Gomez, the world's leading transmedia producer, and experts from Australia and New Zealand for an enlightening, all-encompassing two days on transmedia storytelling!

Day 1: Transmedia Toolbox with industry experts from Australia & New Zealand

An Introduction to Transmedia: Transmedia, or multiplatform storytelling, is the extension of a story across multiple forms of media, with each platform making a unique contribution to the narrative experience. In this extended morning session, keynote speakers and panellists discuss transmedia storytelling and what it means for today's content producers.

The Power of Social Media: Social media is now an integral part of any marketing campaign but, when effectively utilised, it can also be the key to extended storytelling and crowdsourced support. Our panel of experts will share their experiences in using social media to further storytelling and audience engagement.

Investing in Transmedia: As well as utilising new and traditional media for storytelling, transmedia producers are utilising new and existing business models for financing their projects. Panel members share their financing success stories and expertise.

The Changing Nature of Collaboration: The integration of new platforms into transmedia storyworlds, or marketing campaigns, often involves collaboration with experts unfamiliar with your traditional production processes, and this can mean unexpected challenges. Learn how to expect the unexpected from panellists working in this exciting new collaborative environment.

Day 2: Creating Blockbuster Worlds: the Power of Transmedia Storytelling with Jeff Gomez

Incubation, Development & Production of Multi-Platform Narratives

Creating Blockbuster Worlds: The Power of Transmedia Storytelling is a 6-hour survey of best practices in the field of multi-platform narrative production. Transmedia storytelling is the vanguard process of conveying messages, themes or storylines to a mass audience through the artful and well-planned use of multiple media platforms and product lines. It is a philosophy of communication and brand extension that creates intense audience loyalty and long-term engagement, enriches the value of creative content, and generates multiple revenue streams.

In recent years, the value proposition of transmedia narrative has been proven again and again with such implementations as the Marvel Cinematic Universe, Star Wars, The Hunger Games, and Game of Thrones. The global demand for producers familiar with the process of incubating, developing and producing this type of content for studios, networks, and corporations is on the rise. The practice is also gaining traction in fields as diverse as marketing, advertising and publicity, independent cinema, corporate and brand narratives, and in education, activism, and geo-political implementations.

Responding to this demand, Starlight Runner now provides this exclusive one-day seminar designed to convey the underlying theory and fundamental issues surrounding transmedia production—no matter the size of your budget. The first of its kind in the world, this master class delivers practical, how-to, hands-on training and will assist you to maximize the effectiveness of your projects with transmedia storytelling.

Starlight Runner Entertainment CEO Jeff Gomez is the world's leading producer of transmedia franchises. Jeff's credits include blockbuster motion pictures such as James Cameron's Avatar, Pirates of the Caribbean and Men in Black III, video games such as the Halo franchise, toys such as Hot Wheels and Transformers, animated series such as Teenage Mutant Ninja Turtles, and global brands such as Coca-Cola. Whether you're in film, television, marketing or interactive media, this is a rare opportunity to spend a full day learning from him.

Jeff has performed versions of this seminar at M.I.T.'s Futures of Entertainment Conference, the Produced By Conference, the Game Developers Conference, New York State Bar Association, Turner Entertainment Networks, Globo Network of Brazil, Kidscreen Summit, London Book Fair, O'Reilly Tools of Change, Televisa in Mexico, and Cinekid in Amsterdam, the Netherlands, as well as to such corporations as The Walt Disney Company, 20th Century Fox, Microsoft, The Coca-Cola Company, Sony Pictures, and Wieden+Kennedy.

Who Should Attend?

Screen Professionals: producers, writers, directors, commissioners, cross-platform producers, distributors, policy makers, and investors.

Digital Media Professionals: web developers and designers, mobile and app developers, games designers, multiplatform producers.

Brand and Communications Professionals: advertising and marketing professionals, social media specialists.

Publishing Professionals: publishers, authors, editors.

Educators.

Nathan MayfieldNATHAN MAYFIELD
(Keynote Speaker)

Nathan Mayfield is the Chief Creative Officer and co-founder of Hoodlum, an Emmy® and BAFTA Award winning Entertainment Company. Over the past 13 years Hoodlum has produced drama content designed to engage targeted audiences across multiple platforms allowing the company to develop a deep understanding of the multiple ways in which audiences wish to interact with quality content and increasingly with branded entertainment.

As Chief Creative Officer and Executive Producer Mayfield is charged with overseeing the creative direction of Hoodlum's interactive and branded storytelling projects from concept to script, production and implementation. His passion for innovative approaches to storytelling is clearly illustrated in Hoodlum's slate of work, which has won a number of the industry's top awards. In 2009 Hoodlum won a Primetime Emmy® for their work on LOST and an International Emmy® for their work on Primeval in 2010. The company has won two BAFTA Awards, a Global Media Award and the Broadcast Digital Channel Award.

More recently Hoodlum and Mayfield have enjoyed critical and popular success with the dynamic teen multiplatform drama SLiDE, a 10x 1 hour series produced with FOXTEL which recently aired on Teennick in the US. Mayfield recently completed the roll out of Conspiracy 365, a massive 52 week interactive experience for the Movie Network Channel and wrapped on Operation Intel, a 3 month global multiplatform experience for the Universal film The Bourne Legacy. Mayfield is currently working on the US adaptation of The Strange Calls and in production on a new multiplatform crime drama Secrets and Lies, for Network Ten due to air in the second half of 2013.

Nathan Mayfield's full biography is available here.

Alex AlexanderALEX ALEXANDER

Alex Alexander is Connected Entertainment Officer (CEO) and Founder of FourTwelve (412). 412 is a transmedia production firm operating at the intersection of entertainment, content, and marketing: Creating original content and content strategy for brands, agencies and production companies. In April, Alex was the winner of the prestigious Content 360 Award for excellence in transmedia storytelling at MIPTV in Cannes. 412 is now working with leading Russian network CTC Media and Telco MTS to roll this groundbreaking project out to an unprecedented audience of over 150 million.


Cody BuneaCODY BUNEA

Cody Bunea is the CTO and co-founder of one of the world's leading mobile development companies, Carnival Labs. Our current clients include DreamWorks Animation, Kraft Foods, OREO, Time Warner, Sony, Air New Zealand, and Trident. Their work has been featured on 3 Apple TV ads in the US, been named a Top 10 branded application in the World by The Advertising Age.


Mario FaumuiMARIO FAUMUI

Mario Faumui is Samoan and a "goat" according to his Chinese ancestors. He graduated from the Pacific Institute of Performing Arts with a diploma in performing arts in 2010. Even before graduation he had already hit the screens presenting the 2009 Polyfest Samoan stage, which put his island feet in the industry. Along with being a Research & Writer for the "Fresh" and "The Coconet" he is also a "bawse" on the online realm. Facebook updates, YouTube uploads, Twitter Twittering and keepin' in touch with our audience of Pacifican's from around the world! "Spam with a bit of glam".


Alex AlexanderJEFF GOMEZ

Jeff Gomez, CEO of Starlight Runner Entertainment, is the world's leading expert at expanding entertainment properties, premium brands, and socio-political themes into highly successful transmedia narratives and international campaigns. Jeff's full biography is available via the "Day2 Speakers" tab.


Virginia GowVIRGINIA GOW

Virginia Gow is passionate about old stuff and new media. She has worked in award-winning digital teams in several of New Zealand's cultural institutions, and currently manages the online strategy for WW100 - New Zealand's First World War Centenary programme, led by the Ministry for Culture & Heritage in Wellington.


Anna JacksonANNA JACKSON

Anna Jackson is the co-director of Transmedia NZ, an organisation that seeks to promote the development of transmedia production in New Zealand. She has a particular interest in new forms of documentary and is currently undertaking a joint PhD at the University of Auckland and The University of Melbourne, researching innovation and change in New Zealand's documentary production ecology.


Stephen KnightlySTEPHEN KNIGHTLY

Stephen Knightly is chairperson of the New Zealand Game Developers Association, and Director of video games consultancy InGame. He is a board member of Creative Digital Content Auckland, and runs the monthly Auckland Game Developers Meetup. He has collaborated with several film & television production companies and authors on how to extend their storyworlds with interactivity.


Melanie LanglotzMELANIE LANGLOTZ

After spending the last 19 years in the film industry as a VFX artist, online editor and management, Melanie has recently moved into the new world of Augmented Reality. She is now working as the Business Development Manager at the start-up company AugView which uses Augmented Reality to simulate underground assets. The company is also researching the application of outdoor gaming using GEO AR. Over the past 3 years Melanie researched and studied entrepreneurship, gamification and new emerging platforms for entertainment. Transmedia is key to her business plan strategy for any new product or entertainment experience coming to market.


Brenda LeeuwenbergBRENDA LEEUWENBERG

Brenda Leeuwenberg is the Digital Advisor for NZ On Air where she looks after the Digital Media Fund. Prior to this she was the Project Director for the award-winning website NZ On Screen. Brenda has been on the internet scene for many years, but NZ On Air is her first foray into being in a Government agency.


Roseanne LiangROSEANNE LIANG

Roseanne Liang is a New Zealand Chinese screenwriter and director. She has worked in television, documentary and film, the most notable projects being international award-winning short film Take 3, festival success Banana in a Nutshell, and feature film My Wedding and Other Secrets. Most recently, she has helped make the indie-hit comedy webseries, Flat3.


William McKeggWILLIAM McKEGG

William McKegg of Lion Rock Ventures is the transmedia visionary behind Buzzy Bee and Friends. He has spent his working life in the media sector, including stage theatric, film, television, music and music publishing, licensing, live entertainment, theme parks and the exploitation of entertainment IP online.



David McLaughlinDAVID McLAUGHLIN

David McLaughlin is the Principal of McLaughlin Law and represents a wide range of clients from all areas of the entertainment and creative industries. He often advises in respect of the legal issues frequently encountered in Transmedia projects.



Fiona MilburnFIONA MILBURN (MC)

Fiona Milburn is a partner in WireFrame Ltd which specializes in visual effects, transmedia, and technology enabled content for traditional and emerging platforms. She is also co-director of Transmedia NZ; curator of Transmedia: Storytelling for the Digital Age; an AUT CoLab Advisory Board member; and Life Member of Women in Film & Television.



Kate StevensonKATE STEVENSON

Kate Stevenson is the Community Manager of Star86.com, a virtual world for kids based on musical creativity and collaboration. With a background in the creative arts and documentary filmmaking, Kate is excited about the potential for telling stories and interacting with audiences across new platforms.


Athina TsoulisATHINA TSOULIS

Athina Tsoulis was born in Greece and raised in Adelaide, she began making films after moving to Auckland in the 1980s. Black comedy The Invisible Hand was invited to multiple festivals, including Clermont-Ferrand. Tsoulis made her feature debut with edgy comedy I'll Make You Happy. Follow-up Jinx Sister was Qantas-nominated in 2008. Her latest feature, Stars in Her Eyes, is due for release Nov 2013. A founding member of Auckland's Moving Image Centre and Screen Director's Guild of NZ, Tsoulis is Deputy Executive Dean of the Faculty for Creative Industries and Business at Unitec, Institute of Technology.


Kerry WarkiaKERRY WARKIA

Kerry Warkia was born in Papua New Guinea and trained as an actress at UNITEC School of Performing Arts. For the past 7 years she has also been producing her own and other projects. This includes the highly successful Auckland Daze which continues to break new ground by becoming the first ever instagram episode (instagramisode). Kerry is the mother of 3 fabulous children.


Jeff GomezJEFF GOMEZ, CEO, STARLIGHT RUNNER ENTERTAINMENT

Jeff Gomez, CEO of Starlight Runner Entertainment, is the world's leading expert at expanding entertainment properties, premium brands, and socio-political themes into highly successful transmedia narratives and international campaigns.

As a consultant to Fortune 500 companies, Jeff develops corporate and individual brand narratives and contributes strategic planning and production for the extension of narrative content across digital and traditional platforms. He also extends films, toys, novels, comic books and graphic novels, animation, and videogame titles across multiple access points and product lines, which generate massive fan communities and multiple revenue streams.

Jeff created the smash hit Hot Wheels animation universe for Mattel, and has worked with such companies as The Walt Disney Company (Pirates of the Caribbean, Fairies, Tron Legacy), 20th Century Fox (James Cameron's Avatar), Sony Pictures Entertainment (Men in Black 3), Microsoft (Halo), Coca-Cola (Happiness Factory), Hasbro (Transformers), Nickelodeon (Teenage Mutant Ninja Turtles), Showtime (Dexter), and Pepperidge Farm (Goldfish).

Jeff's team at Starlight Runner possesses the ability to glean vital narrative elements from vast quantities of data, which enables them to derive the essence of a story world, brand or message and maximize its impact with mass audiences.

Starlight Runner designs, develops, strategizes and implements carefully orchestrated transmedia implementations, often on a global scale, with partners and clients. In the process they drive new revenue streams, open up significant new media opportunities and capture the imagination of millions for movie studios, television networks, videogame companies, book publishers, and consumer product corporations.

Coverage of Jeff Gomez's work and seminars appears in Variety, Forbes, BusinessWeek, Wired UK, Los Angeles Times, and dozens of newspapers, magazines and blogs from around the world. He was selected by Details magazine to be one of the 2010 Mavericks for his contributions toward shifting the business and artistic paradigm in the global film and entertainment industry. He was designated a Hollywood "Power Player" by Variety in January 2012.

Jeff was also recently awarded the Director's Coin for Excellence by the United States Special Operations Command / InterAgency Task Force for his transmedia work on asymmetrical conflict and international crisis narratives in the field.

A Latino who spent his childhood in the low-income housing projects of Manhattan's Lower East Side, Jeff also champions the concerns of young people with his Never Surrender! inspirational seminars and curricula. He is a nationally recognized expert on leadership and success strategies for children and teenagers, with an emphasis on how to overcome bullying in schools.

This fantastic event is being held at the Unitec's Te Noho Kotahitanga marae.

Address:   Building 178, Entry 3, Carrington Road, Mt Albert, Auckland.

View Map on Unitec Website

Unitec Marae

Day 1 - Tuesday 30 July

8:30am – 9:30am   -   Powhiri & Morning Tea


9:30am – 12:15pm   -   Defining Transmedia for Today's Content Producer


9:30am   -   Keynote Speaker: Nathan Mayfield, Chief Creative Officer and Co-Founder, Hoodlum, (Australia)

Nathan Mayfield is a storyteller, filmmaker, entrepreneur, and evangelist for a multiplatform world. His passion for innovative approaches to storytelling is clearly illustrated in Hoodlum's slate of work, which has won a number of the industry's top awards. In 2009 Hoodlum won a Primetime Emmy® for their work on LOST and an International Emmy® for their work on Primeval in 2010. The company has won two BAFTA Awards, a Global Media Award and the Broadcast Digital Channel Award.


10:15am   -   Speaker (New Zealand): Athina Tsoulis, Deputy Executive Dean, Faculty of Creative Industries and Business, Unitec Institute of Technology

Born in Greece and raised in Adelaide, Athina began making films after moving to Auckland in the 1980s. Her latest feature, Stars in Her Eyes is due for release Nov 2013 and includes several transmedia elements.


11am   -   Panel Session

Transmedia, or multiplatform storytelling, is the extension of a story across multiple forms of media, with each platform making a unique contribution to the narrative experience. Continuing this extended morning session, panellists discuss transmedia storytelling and what it means for today's content producers.

Panellists: Alex Alexander, CEO & Founder, 412 (Australia); Jeff Gomez, CEO, Starlight Runner Entertainment (USA); Nathan Mayfield, Chief Creative Officer and Co-Founder, Hoodlum (Australia); Athina Tsoulis, Deputy Executive Dean, Faculty of Creative Industries and Business, Unitec Institute of Technology (New Zealand)
Moderator: Anna Jackson, Co-Director, Transmedia NZ (New Zealand)


12:15pm – 1:00pm   -   Lunch


1:00pm – 2:15pm   -   The Power of Social Media

Social media is now an integral part of any marketing campaign but, when effectively utilised, it can also be the key to extended storytelling and crowd sourced support. Our panel of experts will share their experiences in using social media to further storytelling and audience engagement.

Panellists: Mario Faumui, Research & Writer, Fresh & The Coconet (New Zealand); Virginia Gow, WW100 Programme Office (New Zealand); Kerry Warkia, Actress/Producer/Co-Executive Producer, Auckland Daze (New Zealand)
Moderator: Kate Stevenson, Community Manager, Star86 (New Zealand)


2:30pm – 3:45pm   -   Investing in Transmedia

As well as utilising new and traditional media for storytelling, transmedia producers are utilising new and existing business models for financing their projects. Panel members share their financing success stories and expertise.

Panellists: Alex Alexander, CEO & Founder, 412 (Australia); Brenda Leeuwenberg, Digital Advisor, NZ On Air (New Zealand); William McKegg, Lion Rock Ventures (New Zealand)
Moderator: Roseanne Liang, Filmmaker (New Zealand)


3:45pm – 4:15pm   -   Afternoon Tea


4:15pm – 5:30pm   -   The Changing Nature of Collaboration

The integration of new platforms into transmedia story worlds, or marketing campaigns, often involves collaboration with experts unfamiliar with your traditional production processes, and this can mean unexpected challenges. Learn how to expect the unexpected from panellists working in this exciting new collaborative environment.

Panellists: Cody Bunea, CTO & Co-Founder, Carnival Labs (New Zealand); Stephen Knightly, Director, InGame (New Zealand); David McLaughlin, Principal, McLaughlin Law (New Zealand)
Moderator: Melanie Langlotz, Business Development Manager, AugView (New Zealand).



Day 2 - Wednesday 31 July

Creating Blockbuster Worlds
With Jeff Gomez


9:00am – 9:30am   -   Morning Tea


9:30am – 12:30pm   -   Part 1

  • A Brief History of the Evolution of Transmedia Development Technique
  • Criteria for Selecting Author, Work and Messaging for Transmedia Development
  • Criteria for a Successful Transmedia Story World
  • Roadblocks at Concept Phase
  • Partnerships & Agreements
  • Distinguishing Corporate Narratives, Brand Universes and Product Story Worlds
  • Assessment & Alignment of Narrative
  • Creative Team Assembly & the Role of the Transmedia Producer
  • Franchise Narrative Superstructures

12:30pm – 1:15pm   -   Lunch


1:15pm – 4:15pm   -   Part 2

  • Franchise Mythologies
  • Transmedia Planning
  • Third Party Partnerships: Branded Content, Sponsors, Technologies & Licensing
  • Production Phase
  • Implementation Phase
  • Transmedia Clearinghouses
  • Expansion Phase
  • Criteria for an Evergreen Property.

The seminar will be presented in two 3-hour blocks with a 45-minute break between them. Points of clarification can be requested during the talk, but a more substantial Q&A will be offered toward the end of each session. This seminar may not be recorded.

AUCKLAND

Unitec's Te Noho Kotahitanga marae

Building 178, Entry 3, Carrington Road,
Mt Albert, Auckland

Unitec's Te Noho Kotahitanga marae

Get Your Tickets

via EventFinda >

Day 1, 30/07

Keynote speaker Nathan Mayfield and 15 great international & local panelists

Day 2, 31/07

JEFF GOMEZ

Prices

Full price
$390 incl GST

Industry discount
$260 incl GST

Students
$260 incl GST

Contact

Links

www.asdcs.co.nz

Transmedia Toolbox
SPONSORS

Principal Funder

ATEED

Gold Sponsor

UNITEC

WIFT NZ
supporting sponsors



Programme curated by

transmedia nz