Cross Creative - How To (The Project Factory)
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Cross Creative - How To (The Project Factory)

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A presentation to The Research Centre in Glasgow's Cross Creative participants by Kirsty Hunter from The Project Factory

A presentation to The Research Centre in Glasgow's Cross Creative participants by Kirsty Hunter from The Project Factory

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Transcript

  • 1. How to Cross Platform
  • 2. How to Multi Platform
  • 3. How to Multimedia
  • 4. How to Transmedia
  • 5. How to Not just the TV
  • 6. How to do what we do
  • 7. Introduction
    • Managing Director (UK): The Project Factory
    • Formerly Head of Interactive at Lion Television
    • Credits there included: Britain from Above (BBC), History Detectives (PBS), Castaway 2007 (BBC), Horrible Histories (cbbc), The Hajj (Channel 4), Rough Guide (five), Britain’s Best (UKTV)
    • Journalism degree, TV current affairs producer at Nine Network Australia, moved to NineMSN in 1999
    • Digital Emmy, RTS, Digital Broadcast Award, History Maker, Learning on Screen, IVCA Award winner; BAFTA, BIMA nominated
    • Mentor at Documentary Campus, AIDC, Banff NextMedia, American Film Institute’s Digital Content Lab
    • Teach Multiplatform Production at Indie Training Fund
    Kirsty Hunter
  • 8. Introduction The Project Factory
  • 9. Introduction
    • Established in Sydney in 2005
    • Digital Production company
    • Produces website, apps, mobile experiences, virtual worlds, games, transmedia formats, social media, video content, installations
    • Works with broadcasters, IP owners, brands and government
    • Threefold strategy in UK
    • Bring Australian innovation to UK/Europe
    • Partner
    • Pitch original projects
    • Criteria for work
    • Lucrative?
    • Innovative?
    • Builds IP?
    The Project Factory
  • 10.  
  • 11.  
  • 12.  
  • 13. How to Multiplatform
      • Multidisciplinary teams
      • Physically locate teams near each other
      • Have one senior staffer i.e. Series Producer who sits across all platforms
      • Share roles/assets across platforms i.e. Archive producer, aerials, CGI, branding Communication
      • Regular team meetings
      • BaseCamp or similar project management space
      • Joint briefing of third parties i.e. Titles, Graphics, Archive
    • Teaming agreements
      • Be clear on relationships i.e. sub-contractor or partner
      • Teaming agreements from outset clarify budget, responsibilities etc
    • Asset Management
      • Share all assets from research, scheduling and scripts to rushes, logs and archives
      • Use BaseCamp or central database to store assets
      • Combine TV/Interactive budgets from outset to benefit from economies of scale
  • 14. How to Multiplatform
    • Schedules
      • No one platform is more important than the other
      • All deadlines are created equal.
      • Usually web deadlines will come first
      • Production managers shared across platforms
    • Deliverables
    • Can’t presume online deliverables will be same as TV
    • Often no need for masters just electronic delivery of files
    • Back up to data DVD
    • Deliver CMS or similar so client can continue to update site after handover
    • Clear for all media in perpetuity for archive
    • Get buyouts where possible for secondary market distribution
    • Relationship with client/broadcaster/publisher/brand
    • Regular project meetings with all stakeholders including Marketing, Publicity, Channel Promotion, Book Publishers.
    • Clarify sign off process i.e. overall executive in charge
  • 15. How to Multiplatform
    • Workflow
      • Spend time planning project workflow
      • Consider end deliverables
      • Operate off EditShare or similar
      • Share projects
      • Test encodes for client
  • 16.  
  • 17.  
  • 18.  
  • 19. How to Partner
      • Ownership
      • Be clear from start who owns what
      • If you are the technology partner do you own/licence the underlying platform?
      • The content usually resides with client
      • Attach yourself to secondary productions
      • Costings
      • Discuss upfront the format, many TV companies baulk at high day rates
      • Build in contingency for scope creep
      • Credit
      • Discuss credit for awards, press releases etc
      • If you’re a sub contractor clear any public statements
      • Exit Strategy
      • Maintenance of project
      • Tehnical support
      • Assets handover, CMS, extracted for distribution
  • 20.  
  • 21.  
  • 22.  
  • 23. How to Think Big when the Budget is Small
    • Do One Thing Well
      • Pull out one key feature
      • Reuse existing assets and platforms
    • Client as partner
      • Discount fee and take rights
      • Create backend revenue stream and split upside
    • Words are final
      • Client provides finalised content, assets
      • Soft launch and iterate further during live period
    • Spend time on PR
      • Good ROI is to use as a showcase
      • Create a case study
  • 24. TV Movie
  • 25. Book DVD TV Movie Merchandise
  • 26. App Website Facebook Group YouTube Channel Game Twitter feed Book DVD TV Movie Merchandise
  • 27. App Virtual World Website Facebook Group YouTube Channel Game Podcasts Map Twitter feed Book DVD SMS MMS TV Movie Merchandise
  • 28. App Virtual World Website Facebook Group YouTube Channel Game Video Podcasts Map Twitter feed Book DVD Partwork Event Play Interactive Billboard Radio Poetry Music Tour Magazine Phone line SMS MMS TV Movie Competition Exhibition Infographic Lecture Campaign Merchandise
  • 29. How to Keep Ahead
    • Be ever curious
    • Network
    • Self Educate
    • Subscribe to industry news
    • Look outside your market
    • Find creative chemistry
  • 30. How to Stay Inspired www.artofimmersion.com
  • 31. How to Stay Inspired www.keynotopia.com
  • 32. How to Stay Inspired www.thebeginning.blackeyedpeas.com/apps/
  • 33. How to Stay Inspired www.instagrid.me/kirstyhunter
  • 34. How to Stay Inspired www.youtube.com/watch?v=NugRZGDbPFU
  • 35. How to Stay Inspired
  • 36. How to Stay Inspired
  • 37. How to Develop Ideas
    • Do Your Research
    • Focus on BIG Ideas not series of small ones
    • Start with NABC not just because you can
    • Need
    • Audience
    • Benefit
    • Competition
    • Be able to explain in 1 sentence
    • Keep audience at centre of experience
  • 38. How to
    • Research their interests and objectives first
    • Ascertain how much time you have
    • Bring all the tech you need
    • Sell in a BIG idea and then reinforce proposition with supporting evidence and assurances you can deliver
    • Show off visual assets such as trailer, mocks, user journey
    • Demo something ie. similar App, website, technology
    • Be flexible and responsive
    • PRACTICE!
    Pitch
  • 39. How to
    • Tell a story
    • Focus on the what and why and not too much on the how
    • Dazzle with taster tape, mocks etc
    • Avoid demo unless you have tech to project it
    • Be purposefully broad, you never know who is listening
    • If appropriate involve the audience
    • Leave them wanting more!
    • PRACTICE!
    Pitch in Public
  • 40. How to
    • Infiltrate an industry
    • Get to know them ie. Twitter, LinkedIn
    • Be Shameless
    • Flattery gets you a long way
    • Go with some ideas
    • Focus on core strengths
    • Get introduced
    Find Partners
  • 41. How to
    • Understand all parts of the cow ie. Thom Beers story
    • Think laterally
    • Run scenario through in different ways
    • Build IP
    • 60:40
    • Work with experts
    • Have a criteria
    Make Money
  • 42. Questions Kirsty Hunter Managing Director (UK) , The Project Factory Email: [email_address] Web: www.theprojectfactory.com Twitter: Kirsty_Hunter Answers