IAN@HUBBUBMEDIA.NET
@IANGINN

WORKING WITH

STORY
SCI-FI & TRANSMEDIA

TO DEVELOP CORPORATE

TECHNOLOGY STRATEGIES
Develop a Vision
and a View of the
Future…

Your 

Challenge

What are our
New Scripts of
tomorrow’s
experiences?

Deal wi...
1
WHY STORY 

& SCI-FI ?
70 percent of everything
we learn is through stories.
We are hardwired to seek
and make sense of the
world through narratives.
Science fiction explores the
consequences of scientific
innovations, making it a
"literature of ideas”.
Science fiction as a device
to discuss philosophical
ideas such as identity,
desire, morality, and social
structure.
You are free to:
Share: to copy, distribute
and transmit the work.

Remix: to adapt the
work.
!

“This book is meant to be
part of the conversation
about what an information
society means: does it
mean total control,...
SCI-FI.

Sub-genres
Cyberpunk
Time travel
Alternate history
Apocalyptic and post-apocalyptic
SCI-FI.

Related genres
Speculative fiction
Dystopian fantasy
Sci-fi thriller
!

and…

Speculative science
New non-fiction
2
NEW NON-FICTION &
SPECULATIVE SCIENCE
http://waterlife.nfb.ca/#/
http://highrise.nfb.ca
http://gaza-sderot.arte.tv/
www.youtube.com/worldwithoutoil
http://beta.18daysinegypt.com/
SPECULATIVE
SCIENCE
www.netwars-project.com
www.iftf.org
“…there are no facts about the future. Only
fictions. Our work at the Institute for the
Future is about exploring tomorrow...
“Recognizing the patterns and synthesizing
the signals of change into a plausible,
internally consistent story about the f...
We commissioned six leading science fiction
writers to create short stories to envision a world
where humans have unpreced...
3
TRANSMEDIA
STORYTELLING.
OK, SO WHAT IS IT ?
Stories and Playable Media
freed from the restrictions of
any single platform or media.
XDW
EXPERIENCE DESIGN FOR game- and story- WORLDS
TRANSMEDIA STORYTELLING
+
EXPERIENCE DESIGN
EXPERIENCE DESIGN.
TRANSMEDIA STRUCTURE.
TRANSMEDIA ARCHITECTURE.
Experience Design is the
deliberate creation of a total
experience for an Audience.
Elements that contribute to a
superior Experience are
reproducible, which make
them designable.
Rain Room
http://www.youtube.com/watch?v=EkvazIZx-F0
EXPERIENCE DESIGN.

Audiences create meaning
TRANSMEDIA STRUCTURE.
TRANSMEDIA ARCHITECTURE.
EXPERIENCE DESIGN.
Time / Duration
Interactivity
Intensity
Breadth / Consistency
Sensorial
Cognitive Triggers
TRANSMEDIA S...
At the very least an
Experience requires:
an attraction
an engagement
a conclusion
an extension
EXPERIENCE DESIGN.
TRANSMEDIA STRUCTURE.

Game design & Gameplay
Narrative & Story structure
Interaction design
Theatre & ...
EXPERIENCE DESIGN.
TRANSMEDIA STRUCTURE.
TRANSMEDIA ARCHITECTURE.
Timing, Pacing, Phasing
Choice of media, Sequencing
Transmedia
Structure

XDW
Transmedia
Architecture

Experience
Design
SALIGIA-7
AMSTERDAM PILOT
!

PLAYTEST #1
RESEARCH AND DEVELOPMENT
SALIGIA-7
TRANSMEDIA SCI-FI THRILLER
IMMERSIVE LOCATIVE THEATRE
PERVASIVE STORY & GAME EVENTS
SOCIAL MEDIA NARRATIVES - WE...
“…in the near future the young
will carry the burden of an aging
population..”
STORY
3 N ARRATIV ES

Teenagers in Amsterdam who display
symptoms of an unknown illness.
3 N ARRATIV ES

Self-styled zombie hunters intent
on finding out what’s going on.
3 N ARRATIV ES

Reactions of society to the 

threat of a zombie outbreak.
MissingChristel
Community
Facebook narrative

story of
100 missing teens

webisodes
ZombieAlarm
story blog
Twitter updates...
http://bit.ly/1e5GOrR
4
NEW AUDIENCE.
Mobile

Your 

Audience

Distracted

Empowered

How to
communicate
your vision?
TRANSMEDIA STORYTELLING IS A
FORM WHICH IS EMERGING FOR OUR
CONNECTED CULTURE.
!

IT RE-ESTABLISHES THE
PARTICIPATION OF A...
5-10% Creators
20-25% Fans and Sharers

Deep Content
Sharing and Fan Content
!

65-75% Passives

Media
5
YOUR
CHALLENGE.
What New Scripts describe
tomorrow’s experiences, feel
customised, yet can scale?
Where will your stories
play out?
New forms of
Content
New 

non-fiction

Where will
your stories
play out?

New 

Complexity
Speculative
Science
Tech-maturity

haves / have nots

New
Complexity

Digital divide
consumers / new digerati
Urban
Planet
Imagine a Future Learning Landscape

Imagine a Future Learning Experience

IMAGINE A FUTURE
IN WHICH…

every young person
...
Conceptualise from the core
StoryWorld to the Media
surface…
Business!

XDW
Engagement!

Storyworld
BRAINSTORM
DEVELOPMENT
Describe your Project Vision:
Intentions. Goals. Strategy.
Story, Sci-Fi & Transmedia to develop Corporate Technology Strategies.
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Story, Sci-Fi & Transmedia to develop Corporate Technology Strategies.

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This deck supported a Lab led by Ian Ginn in December in The Hague, investigating in-company narratives to communicate future technology options.

Discusses: Communication Challenges, In-company Storytelling, Why Transmedia.

Published in: Business, Education
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Notes
  • Thank you Wendy! Taking a look at your site I read that you are a futurist, and so understand your approval of this deck.

    FYI I developed my understanding of scenario planning and strategy in the '90's when I had the good fortune to participate in several scenario projects led by Global Business Network and so met and got to know Peter Schwartz and Jay Ogilvy. Since then I have been more involved in the entertainment business, but recently have been involved in brand strategy for among other P&G and the EU Parliament visitor centre. That work led to the request from this group to introduce story and to explore ways for IT managers to discuss futures and strategy.

    How did you come across this deck on slideshare?
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  • Excellent; thank you for sharing.
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Story, Sci-Fi & Transmedia to develop Corporate Technology Strategies.

  1. 1. IAN@HUBBUBMEDIA.NET @IANGINN WORKING WITH STORY SCI-FI & TRANSMEDIA TO DEVELOP CORPORATE
 TECHNOLOGY STRATEGIES
  2. 2. Develop a Vision and a View of the Future… Your 
 Challenge What are our New Scripts of tomorrow’s experiences? Deal with new levels of complexity. Explore how to communicate that vision. How can Sci-fi help?
  3. 3. 1 WHY STORY 
 & SCI-FI ?
  4. 4. 70 percent of everything we learn is through stories.
  5. 5. We are hardwired to seek and make sense of the world through narratives.
  6. 6. Science fiction explores the consequences of scientific innovations, making it a "literature of ideas”.
  7. 7. Science fiction as a device to discuss philosophical ideas such as identity, desire, morality, and social structure.
  8. 8. You are free to: Share: to copy, distribute and transmit the work.
 Remix: to adapt the work.
  9. 9. ! “This book is meant to be part of the conversation about what an information society means: does it mean total control, or unheardof liberty?.”
  10. 10. SCI-FI.
 Sub-genres Cyberpunk Time travel Alternate history Apocalyptic and post-apocalyptic
  11. 11. SCI-FI.
 Related genres Speculative fiction Dystopian fantasy Sci-fi thriller ! and…
 Speculative science New non-fiction
  12. 12. 2 NEW NON-FICTION & SPECULATIVE SCIENCE
  13. 13. http://waterlife.nfb.ca/#/
  14. 14. http://highrise.nfb.ca
  15. 15. http://gaza-sderot.arte.tv/
  16. 16. www.youtube.com/worldwithoutoil
  17. 17. http://beta.18daysinegypt.com/
  18. 18. SPECULATIVE SCIENCE
  19. 19. www.netwars-project.com
  20. 20. www.iftf.org
  21. 21. “…there are no facts about the future. Only fictions. Our work at the Institute for the Future is about exploring tomorrow’s fictions, informed by today’s facts, to make better decisions in the present…”
  22. 22. “Recognizing the patterns and synthesizing the signals of change into a plausible, internally consistent story about the future is a strange brew of science, art, and magic.”
  23. 23. We commissioned six leading science fiction writers to create short stories to envision a world where humans have unprecedented control of matter at all scales, and to share with us a glimpse of daily life in that world. It was a process meant to make the future tangible.
  24. 24. 3 TRANSMEDIA STORYTELLING.
  25. 25. OK, SO WHAT IS IT ?
  26. 26. Stories and Playable Media freed from the restrictions of any single platform or media.
  27. 27. XDW EXPERIENCE DESIGN FOR game- and story- WORLDS
  28. 28. TRANSMEDIA STORYTELLING + EXPERIENCE DESIGN
  29. 29. EXPERIENCE DESIGN. TRANSMEDIA STRUCTURE. TRANSMEDIA ARCHITECTURE.
  30. 30. Experience Design is the deliberate creation of a total experience for an Audience.
  31. 31. Elements that contribute to a superior Experience are reproducible, which make them designable.
  32. 32. Rain Room http://www.youtube.com/watch?v=EkvazIZx-F0
  33. 33. EXPERIENCE DESIGN.
 Audiences create meaning TRANSMEDIA STRUCTURE. TRANSMEDIA ARCHITECTURE.
  34. 34. EXPERIENCE DESIGN. Time / Duration Interactivity Intensity Breadth / Consistency Sensorial Cognitive Triggers TRANSMEDIA STRUCTURE. TRANSMEDIA ARCHITECTURE.
  35. 35. At the very least an Experience requires: an attraction an engagement a conclusion an extension
  36. 36. EXPERIENCE DESIGN. TRANSMEDIA STRUCTURE.
 Game design & Gameplay Narrative & Story structure Interaction design Theatre & Performance TRANSMEDIA ARCHITECTURE.
  37. 37. EXPERIENCE DESIGN. TRANSMEDIA STRUCTURE. TRANSMEDIA ARCHITECTURE. Timing, Pacing, Phasing Choice of media, Sequencing
  38. 38. Transmedia Structure XDW Transmedia Architecture Experience Design
  39. 39. SALIGIA-7 AMSTERDAM PILOT ! PLAYTEST #1 RESEARCH AND DEVELOPMENT
  40. 40. SALIGIA-7 TRANSMEDIA SCI-FI THRILLER IMMERSIVE LOCATIVE THEATRE PERVASIVE STORY & GAME EVENTS SOCIAL MEDIA NARRATIVES - WEB SERIES NOVELS - E-BOOKS - GRAPHIC NOVELS APPS FEATURE FILMS
  41. 41. “…in the near future the young will carry the burden of an aging population..”
  42. 42. STORY
  43. 43. 3 N ARRATIV ES Teenagers in Amsterdam who display symptoms of an unknown illness.
  44. 44. 3 N ARRATIV ES Self-styled zombie hunters intent on finding out what’s going on.
  45. 45. 3 N ARRATIV ES Reactions of society to the 
 threat of a zombie outbreak.
  46. 46. MissingChristel Community Facebook narrative story of 100 missing teens webisodes ZombieAlarm story blog Twitter updates 2 become our protagonists Facebook narratives the story of 2 of the teens ZombieAlarm Facebook narrative VUPs get involved genre fans raise a ZOMBIE ALARM teens become ZOMBIES UGC gather at events featuring a pack of 7 teen-zombies live events: pervasive story meets alternate reality game spread via twitter SWATsquad print news News stories get confused between fiction and reality society reacts and deploys a ZOMBIE SWAT SQUAD z-leaks story blog broadcast fictional current affairs show reveals evidence
  47. 47. http://bit.ly/1e5GOrR
  48. 48. 4 NEW AUDIENCE.
  49. 49. Mobile Your 
 Audience Distracted Empowered How to communicate your vision?
  50. 50. TRANSMEDIA STORYTELLING IS A FORM WHICH IS EMERGING FOR OUR CONNECTED CULTURE. ! IT RE-ESTABLISHES THE PARTICIPATION OF AUDIENCES.
  51. 51. 5-10% Creators 20-25% Fans and Sharers Deep Content Sharing and Fan Content ! 65-75% Passives Media
  52. 52. 5 YOUR CHALLENGE.
  53. 53. What New Scripts describe tomorrow’s experiences, feel customised, yet can scale?
  54. 54. Where will your stories play out?
  55. 55. New forms of Content New 
 non-fiction Where will your stories play out? New 
 Complexity Speculative Science
  56. 56. Tech-maturity haves / have nots New Complexity Digital divide consumers / new digerati Urban Planet
  57. 57. Imagine a Future Learning Landscape Imagine a Future Learning Experience IMAGINE A FUTURE IN WHICH… every young person chooses what they learn every young person selects who to learn with every young person controls the time spent on an activity every young person chooses how they learn every young person plans their learning every young person owns their learning every young person chooses how fast they progress every young person chooses where they learn
  58. 58. Conceptualise from the core StoryWorld to the Media surface…
  59. 59. Business! XDW Engagement! Storyworld
  60. 60. BRAINSTORM
  61. 61. DEVELOPMENT
  62. 62. Describe your Project Vision: Intentions. Goals. Strategy.
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