SXSW 2015 - Technology, Story, and the Art of Performance

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Creators, storytellers and marketers can hack both human and artificial intelligence to create responsive entertainment experiences that evoke powerful emotions. In this SXSW presentation, Campfire @ SapientNitro's Mike Monello, chief creative officer, and Elena Parker, chief technologist, discuss how media creators can think more like performers and magicians, using technology as their instrument.

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SXSW 2015 - Technology, Story, and the Art of Performance

  1. 1. 1TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE HELLO! Campfire Mike Monello Elena Parker @elenakathryn @mikemonello
  2. 2. 2TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ELENA PARKERCREATIVE TECHNOLOGIST,
 CAMPFIRE WHO WE ARE
  3. 3. 3TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory MIKE MONELLOCCO, CAMPFIRE WHO WE ARE
  4. 4. 4TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistoryWHO WE ARE
  5. 5. 5TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory 1. STORY 2. PARTICIPATION 3. PRODUCTION WHAT WE’LL COVER
  6. 6. 6TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory1. STORY 1. STORY 2. PARTICIPATION 3. PRODUCTION
  7. 7. 7TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory1. STORY Watch video here: http://campfirenyc.com/work/infiniti-deja-view
  8. 8. 8TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory1. STORY / GENRE & ADAPTATION DEJA VIEW
 SCI-FI/THRILLER
  9. 9. 9TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory LIZZIE BENNET DIARIES
 AUSTEN 1. STORY / GENRE & ADAPTATION
  10. 10. 10TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory SLEEP NO MORE MACBETH + NOIR 1. STORY / GENRE & ADAPTATION
  11. 11. 11TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory1. STORY / GENRE & ADAPTATION
  12. 12. 12TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory1. STORY / GENRE & ADAPTATION Tell new stories in old mediums, and old stories in new mediums.” — Douglas Rushkoff “
  13. 13. 13TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution CLASSIC STORY ARC 1. STORY / GENRE & ADAPTATION / STRUCTURE
  14. 14. 14TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution BRANCHING STORY 1. STORY / GENRE & ADAPTATION / STRUCTURE
  15. 15. 15TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution BRANCHING STORY 1. STORY / GENRE & ADAPTATION / STRUCTURE
  16. 16. 16TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution BRANCHING STORY 1. STORY / GENRE & ADAPTATION / STRUCTURE Credit: youchosewrong.tumblr.com
  17. 17. 17TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution BRANCHING STORY 1. STORY / GENRE & ADAPTATION / STRUCTURE Credit: youchosewrong.tumblr.com
  18. 18. 18TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution BRANCHING STORY 1. STORY / GENRE & ADAPTATION / STRUCTURE Credit: youchosewrong.tumblr.com
  19. 19. 19TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory Think about variations on a theme rather than branching narratives…. STRUCTURE LIKE JAZZ 1. STORY / GENRE & ADAPTATION / STRUCTURE
  20. 20. 20TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory STRUCTURE LIKE JAZZ ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution 1. STORY / GENRE & ADAPTATION / STRUCTURE
  21. 21. 21TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory STRUCTURE LIKE JAZZ ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution 1. STORY / GENRE & ADAPTATION / STRUCTURE
  22. 22. 22TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory STRUCTURE LIKE JAZZ ACT 1 Exposition ACT 2 Rising Action or Conflict ACT 3 Climax and Resolution 1. STORY / GENRE & ADAPTATION / STRUCTURE
  23. 23. 23TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory Users must have agency. 1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
  24. 24. 24TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory Characters must have agency. 1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
  25. 25. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 25 #sxsw #aistory SHADES OF GRAY / TRUST VARIABLE 1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
  26. 26. 26TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory USERS AND CHARACTERS ARE IN A PARTNERSHIP 1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
  27. 27. 27TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory STORY SUMMARY ‣ Embrace genre and adaptation ‣ Maintain the classic story arc ‣ Structure like jazz ‣ Both characters and users must have agency ‣ Characters and users in a partnership 1. STORY / SUMMARY
  28. 28. 28TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION 1. STORY 2. PARTICIPATION 3. PRODUCTION
  29. 29. 29TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION Watch video here: http://campfirenyc.com/work/cinemax-hunted
  30. 30. 30TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / MAXIMAX MINIMAX
  31. 31. 31TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / MAXIMAX MAXIMAX
  32. 32. 32TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory CAPITALIZE ON OUR BIASES 2. PARTICIPATION / MAXIMAX / BIASES Image: The Globe and Mail
  33. 33. 33TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory PEOPLE WANT TO PLAY ALONG 2. PARTICIPATION / MAXIMAX / BIASES
  34. 34. 34TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory BEN FRANKLIN EFFECT 2. PARTICIPATION / MAXIMAX / BIASES
  35. 35. 35TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory STORY SHAPES USER BEHAVIOR We are what we pretend to be, so we must be careful about what we pretend to be.” — Kurt Vonnegut “ 2. PARTICIPATION / MAXIMAX / BIASES
  36. 36. 36TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory WILLIAM CASTLE: MR. SARDONICUS 2. PARTICIPATION / MAXIMAX / BIASES Watch video here: http://www.youtube.com/watch?v=ZJjK9njAwu0
  37. 37. 37TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory WILLIAM CASTLE: MR. SARDONICUS 2. PARTICIPATION / MAXIMAX / BIASES
  38. 38. 38TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
  39. 39. 39TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
  40. 40. 40TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory PERCEPTION 2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
  41. 41. 41TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION PERCEPTION
  42. 42. 42TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION REALITY
  43. 43. 43TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory2. PARTICIPATION / SUMMARY PARTICIPATION SUMMARY ‣ Maximax approach ‣ Capitalize on biases ‣ Manipulate perception
  44. 44. 44TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION 1. STORY 2. PARTICIPATION 3. PRODUCTION
  45. 45. 45TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION
  46. 46. 46TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION
  47. 47. 47TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION
  48. 48. 48TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory PRE-PRODUCTION 3. PRODUCTION / PRE-PRODUCTION
  49. 49. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 49 #sxsw #aistory3. PRODUCTION / PRE-PRODUCTION 1. Understanding the human response 2. Build the computer system to handle the human response
  50. 50. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 50 #sxsw #aistory3. PRODUCTION / PRE-PRODUCTION / PAPER TEST PAPER TEST
  51. 51. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 51 #sxsw #aistory PAPER TEST: WHY? ‣ Are my assumptions correct? ‣ Am I hitting the right tone? ‣ Am I setting people and the system up to succeed? 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
  52. 52. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 52 #sxsw #aistory PAPER TEST: HOW? ‣ Test Main Path ‣ Test on approximately 5 people ‣ Record the tests ‣ Repeat 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
  53. 53. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 53 #sxsw #aistory PAPER TEST: RESULTS ‣ Are my assumptions correct?
 YES — Understood the interaction and what we wanted, got the character and experience ‣ Am I hitting the right tone? 
 NO — Sexual and Snaky ‣ Am I setting people and the system up to succeed? 
 NO — Hesitant and Not Outrageous 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
  54. 54. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 54 #sxsw #aistory Write the script. Start your build. 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE PROTOTYPE
  55. 55. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 55 #sxsw #aistory PROTOTYPE: WHY? What patterns can I find that will make the interactions feel more real? 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  56. 56. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 56 #sxsw #aistory PROTOTYPE: HOW? ‣ Environment as close to production as possible ‣ Test on >50 people 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  57. 57. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 57 #sxsw #aistory PROTOTYPE: PATTERNS 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  58. 58. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 58 #sxsw #aistory PROTOTYPE: PATTERNS 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  59. 59. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 59 #sxsw #aistory PROTOTYPE: PATTERNS House Person Family 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  60. 60. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 60 #sxsw #aistory PROTOTYPE: PATTERNS 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  61. 61. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 61 #sxsw #aistory PROTOTYPE: PATTERNS SANTANICO’S PROMPT “My time is precious. If you want me to stay, then I need to know what you’d do to prove you’re worthy. Someone once brought me 100 Nazi scalps to show true devotion. What will you do to prove yours?” RESPONSES ‣ A hundred and one Nazi scalps ‣ I would give you 200 Nazi scalps ‣ I will bring you 200 Nazi scalps ‣ 200 Nazi scalps ‣ I’ll bring you the same thing ‣ Hitler’s scalp ‣ How about 1000 scalps 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  62. 62. 62TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory When the script responds correctly to an acceptable majority of participants…. move on. PROTOTYPE 3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
  63. 63. 63TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION
  64. 64. 64TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION / ALPHA TEST ALPHA TEST
  65. 65. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 65 #sxsw #aistory ‣ Test on multiple hundreds of people ‣ Test in your production environment ‣ Not adding new paths… funneling in new ways 3. PRODUCTION / ALPHA TEST ALPHA TEST: HOW?
  66. 66. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 66 #sxsw #aistory3. PRODUCTION / ALPHA TEST ALPHA TEST: HOW?
  67. 67. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 67 #sxsw #aistory3. PRODUCTION / ALPHA TEST ALPHA TEST: HOW?
  68. 68. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 68 #sxsw #aistory ALPHA TEST: HOW? 3. PRODUCTION / ALPHA TEST
  69. 69. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 69 #sxsw #aistory ALPHA TEST: HOW? 3. PRODUCTION / ALPHA TEST USER GREETS CHARACTER COMPUTER SEARCHES FOR MATCH CHARACTER RESPONDS TO USER
  70. 70. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 70 #sxsw #aistory ALPHA TEST: HOW? 3. PRODUCTION / ALPHA TEST USER GREETS CHARACTER COMPUTER SEARCHES FOR MATCH: 1) Hello 2)Hi 3) Hello There 4) Hey CHARACTER RESPONDS TO USER
  71. 71. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 71 #sxsw #aistory ALPHA TEST: HOW? 3. PRODUCTION / ALPHA TEST USER SAYS: “Hello There” COMPUTER SEARCHES FOR MATCH: 1) Hello 2)Hi 3) Hello There 4) Hey CHARACTER DELIVERS RESULT: Formal Response COMPUTER RECOGNIZES: H-E-L-L-O in H-E-L-L-O-T-H-E-R-E
  72. 72. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 72 #sxsw #aistory ALPHA TEST: HOW? 3. PRODUCTION / ALPHA TEST USER SAYS: “Hello There” COMPUTER SEARCHES FOR MATCH: 1) Hello There 2)Hello 3) Hi 4) Hey CHARACTER DELIVERS RESULT: Informal Response COMPUTER RECOGNIZES: H-E-L-L-O-T-H-E-R-E in H-E-L-L-O-T-H-E-R-E
  73. 73. Undesirable responses Confused responses Almost desirable responses Most desirable responses TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 73 #sxsw #aistory3. PRODUCTION / ALPHA TEST
  74. 74. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 74 #sxsw #aistory RESPONSES: VALUE JUDGMENTS 3. PRODUCTION / ALPHA TEST sriracha pizza 1000 1 cobra you want you tell everything highest attack baby first born nothing bring you punch “…punch you…” “…attack a whole army…”
  75. 75. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 75 #sxsw #aistory RESPONSES: VALUE JUDGMENTS 3. PRODUCTION / ALPHA TEST sriracha pizza 1000 1 cobra you want you tell everything highest attack baby first born nothing bring you punch Higher in the List Lower in the List Undesirable responses Confused responses Almost desirable responses Most desirable responses
  76. 76. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 76 #sxsw #aistory RESPONSES: VALUE JUDGMENTS 3. PRODUCTION / ALPHA TEST sriracha pizza 1000 1 cobra chicken you want you tell everything highest attack baby first born nothing anything bring you myself punch Higher in the List Lower in the List Undesirable responses Confused responses Almost desirable responses Most desirable responses
  77. 77. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 77 #sxsw #aistory RESPONSES: VALUE JUDGMENTS 3. PRODUCTION / ALPHA TEST sriracha pizza 1000 1 cobra chicken you want you tell everything highest attack baby first born nothing anything bring you myself punch Undesirable responses Confused responses Almost desirable responses Most desirable responses
  78. 78. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 78 #sxsw #aistory RESPONSES: VALUE JUDGMENTS 3. PRODUCTION / ALPHA TEST sriracha pizza 1000 1 cobra chicken you want you tell everything highest attack baby first born nothing anything bring you myself punch Higher in the List Lower in the List
  79. 79. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 79 #sxsw #aistory PRODUCTION VS LIVE snake writhing nails sleep pit bed of tequila babies baby tongue necklace human in-law law mother father big kahuna deliver stamp brad pitt tarantino scalp hitler 101 and one burger into ears wax polish shoe tattoo tramp nazi scout 3. PRODUCTION / ALPHA TEST massage sing song flower card letter candy date pizza
  80. 80. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 80 #sxsw #aistory POST-LAUNCH 3. PRODUCTION / ALPHA TEST / LIVE User Response Session Log 5366da60b13ce I catch a grenade for you Keyword Match grenade Server Phrase Very good! You’ve proven yourself... User Response Session Log 53656976da98a I’ll catch a grenade for you Keyword Match grenade Server Phrase Very good! You’ve proven yourself... User Response Session Log 53609afdcf53 I catch a grenade for you Keyword Match you Server Phrase Very good! You’ve proven yourself...
  81. 81. 81TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE
  82. 82. 82TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE
  83. 83. TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 83 #sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE
  84. 84. 84TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE #sxsw #aistory PRODUCTION SUMMARY ‣ Design for humans first, then build your system  ‣ Constantly Identify New Patterns  ‣ Don’t walk away once you push live ‣ Your audience will surprise you… surprise them back 3. PRODUCTION / SUMMARY
  85. 85. 85TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE THE INTERNET IS A STAGE CONCLUSION
  86. 86. 86TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE THANK YOU! Mike Monello Elena Parker @elenakathryn @mikemonello #sxsw #aistory

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