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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 with
new levels of
complexity.

Explore how to
communicate that
vision.

How can
Sci-fi
help?
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, or
unheardof liberty?.”
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’s fictions,
informed by today’s facts, to make better
decisions in the present…”
“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.”
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.
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 STRUCTURE.
TRANSMEDIA ARCHITECTURE.
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 & Performance
TRANSMEDIA ARCHITECTURE.
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 - WEB SERIES
NOVELS - E-BOOKS - GRAPHIC NOVELS
APPS
FEATURE FILMS
“…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

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
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 AUDIENCES.
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
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
Conceptualise from the core
StoryWorld to the Media
surface…
Business!

XDW
Engagement!

Storyworld
BRAINSTORM
DEVELOPMENT
Describe your Project Vision:
Intentions. Goals. Strategy.

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