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GH Digital Daze: Digital Storytelling

by christine huang on Nov 11, 2009

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- When I first started thinking about preparing this presentation, I couldn’t help but want to delve into the idea of STORYTELLING. IT’s significance to us as a culture, as people.
Forms continue evolving: oral history; novels; comic books; radio shows; sitcoms; webisodes; mobile soap operas; videogames; advertisements; and on and on
New balance 574 Clips - 480 pairs of handmade new balance 574 clips…. Each had a polaroid in the box that matched with the site.
- Apple 1984 ad – when the Macintosh was introduced and changed the trajectory for home computing entirely
So what the tobacco industry has done is created a myth around what it means to be a man, where he belongs, the ruggedness of smoking and solitude and manliness. We see a similar story weaving around Coco Before Chanel – a movie about Coco Chanel, but that was accompanied by an ad campaign featuring Audrey Tautou and other actors from the movie to extend this connection between the star and the story of Chanel. Interesting how this changes over time and as our cultural values change
Playstation’s Double Life commercial http://www.youtube.com/watch?v=6Bqq38WZctA
***What is storytelling’s purpose to us today?At its core, it give us something to have faith in
As we all know so much of our culture and how we define ourselves to others and ourselves is based around how we behave as consumers. Through the products we buy, the brands we support, the events we go to, the ideas we want to project about what we value – this has come to play a huge part in who we are. So we look for meaning in the things we buy and use. We want the way we consume to reflect who we are. and we need myths because we need meaning and context in a world of facts and numbers
AND it’s a necessity for brands to create stories – bc its becoming harder for consumers to differentiate between products, Why this is even more true now (according to brand asset value)
And the story becomes whats spoken about, not just the product and its qualities. EG: Corona. This is the brand story they’ve been able to create around their beer.
**So how does that play out in the digital world?In many ways, similar to other forms – the core idea of crafting good stories is there. What is different is the way we approach it, how we consider its potential, and how, when, where we use it to engage with the audiences we want to affect.
SO HOW ARE WE SEEING STORYTELLING MANIFEST NOWInstead of Multilinear we see stories going off in many infinite directions.Stories are autonomous, not referential to offline products and storiesPieces of narratives are evanescent, but they’re also being captured, kept, and recordedWe want more than a hyperlink, we want a hypercontext. We want more dimensions from which we can look at a story, like time, place ,moodWe’re seeing fuller pictures- portraits. Because contributing content and dispersing new pieces of your story on the internet is so cheap, we have the capability to tell fuller stories. That discuss the process and backstory of products, not just the products themselves.And finally – transmedia. We are telling stories across multiiple media, capturing different audiences and offering different pieces of the puzzle to the audience.
StarwarsUncut.com: To recreate Stars Wars: a New Hope from 1977.Storytelling can still be linear – but now the lines are going in different directions. Based on audience responses. Creators, communities, etc.
Stories arent told continuously – they are told infinitely, in all directions.Levis Go Forth….Pepsi we inspire : several people’s stories, told many different ways – hosted by the Brand. Curated. Shared.
Pieces are still fleeting –but now we are tracking them.EG: Feltron Report;- now you can create your own with Daytum – records how many times you ate a donut, or listened to a specific song etc. Google Wave – realtime conversation; archiving of the conversations – search through; Adobe Zoetrope – ZoetropeCoke’s Expedition 206
Virgin Australia 4320
Penguins We Tell Stories is an experimental storytelling project giving readers the chance to experience stories in nontraditional ways. Charles Cummings 21 steps stories was told through a Google Maps mashup. Pivotal points in the story corresponded with specific places on the satellite map – so ppl followed the story spatially and not necessarily chronologically.Hitotoki
Soundwalk’s walking tours //- There is now an iphone app for city guides in france and spain.
Whale Hunt: Artist Jonathan Harris tells the story of a whale hunt through pictures and a chronology, where viewers can read through the story by character, heartbeat, theme (hunt; preparation; etc); color; time of dayHitotoki
This project by Soundwalk gave visitors to the Chanel Mobile Art exhibit a chance to experience the space with an MP3 audio tour corresponding to the exhibition. Contextual to Physical Space. Louis Vuitton created a similar series for Beijing, Shanghai, and Hong Kong.Simultaneously creating a richer experience of a place both online and for those physically there.Jeanne moreaufrench actress singer screenwriter and director. Starred in Jules et Jim,- There is now an iphone app for city guides in france and spain.
Whale Hunt: Artist Jonathan Harris tells the story of a whale hunt through pictures and a chronology, where viewers can read through the story by character, heartbeat, theme (hunt; preparation; etc); color; time of dayHitotoki

11 Favorites

anitagovind Tags storytelling 1 year ago
Andy Hunter , digital media & marketing entreprenuer at PURSUIT 2 years ago
Rafael Achutti , Digital Marketing at Converse All Star 2 years ago
james hogwood , creative at nspcc by day, laptop by night 2 years ago
Deanna Zandt , Media Technologist at South Brooklyn Home for Wayward Grrls 2 years ago
saurabhkudesia Tags storytelling concepts 2 years ago
Gabriela Grosseck , assoc.prof., Ph.D. at Univesity of the West Timisoara Tags digitalstorytelling 2 years ago
Fiona Cloke at Anywhere with WIFI 2 years ago
asahiruz Tags storytelling planning plannners 2 years ago
Sami Salmenkivi , Marketing Author, Senior Strategic Planner at N2 Helsinki 2 years ago

GH Digital Daze: Digital Storytelling — Presentation Transcript

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