![BODY/MIND/CHANGE
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What is it?
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“We looked for an innovative way of taking
the Cronenbergian storyworld and extending
from his films into the gallery, and out of the
gallery again, and into the minds of his
fanbase,” says Ana Serrano, the Canadian
Film Centre’s (CFC) Chief Digital Officer and
executive producer for Body/Mind/Change, a
virtual and real world extension of the film
exhibition, "David Cronenberg: Evolution.”
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http://thecreatorsproject.vice.com/blog/not-your-fathers-film-retrospective-tiff-extendscronenbergs-oeuvre-with-bodymindchange
…developed by TIFF [Toronto International
Film Festival] as one of a number of events
showcasing the work of David Cronenberg,
running 2013-2014.
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Uploaded byTMC Resource Kit
Body/Mind/Change Transmedia Experience TMC Resource Kit Case Study
Body/Mind/Change Cronenberg Transmedia Experience TMC Resource Kit Case Study created by Siobhan O'Flynn A Transmedia Storyworld Experience, designed by CFC Media Lab & Lance Weiler for TIFF's David Cronenberg Showcase Series, in Toronto 2013-2014
Body/Mind/Change Transmedia Experience TMC Resource Kit Case Study
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- 2. BODY/MIND/CHANGE “JOB OPPORTUNITY /RESPONSIBILITIES ! The development and production of a sophisticated augmented reality game (ARG), Body/Mind/Change ! Responsibilities • Leading brainstorming sessions, discussions, and consultations with the TIFF Gaming & New Media Think Tank and key project staff, the consultant will facilitate final creative development of Body/Mind/ Change. • Assisting in the selection of qualified creative professionals (e.g. agency) who can lead production. The Project and Production Manager will also be tasked with securing discounted services and in-kind contributions. ! • Working with TIFF staff and the selected agency, the Manager will serve as production manager to keep the project moving ahead. • Maintaining a detailed critical path and up to date budget, maintaining close contact with TIFF’s fundraising departments. • Leading user and technical testing, with input from various stakeholders at TIFF. • Leading a phased launch, with the initial content ready for users to explore by September 2012. The rest of the game will launch in phases across 2013, with full launch in September 2013.” TIFF January 3, 2012, Transmedia World IS A BUZZ…
- 3. BODY/MIND/CHANGE ! ! What is it? ! ! “Welooked for an innovative way of taking the Cronenbergian storyworld and extending from his films into the gallery, and out of the gallery again, and into the minds of his fanbase,” says Ana Serrano, the Canadian Film Centre’s (CFC) Chief Digital Officer and executive producer for Body/Mind/Change, a virtual and real world extension of the film exhibition, "David Cronenberg: Evolution.” ! http://thecreatorsproject.vice.com/blog/not-your-fathers-film-retrospective-tiff-extendscronenbergs-oeuvre-with-bodymindchange …developed by TIFF [Toronto International Film Festival] as one of a number of events showcasing the work of David Cronenberg, running 2013-2014. ! ! !
- 4. BODY/MIND/CHANGE How? • • • • • • • extend the storyworld draw on recurrent themes in Cronenberg’s work: the visceral disturbing body ! • revive characters, most notably, Max Renn from Videodrome, though other character references can be found • invent new characters • • human/tech hybrids mutation evolution create a physical Lab • • BMC founder and Chief Science Officer Janna Sensum Dr Emily Grosvenor create & run a MOOC ‘mine’ data & create a personalized 3D printed object
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- 6. BODY/MIND/CHANGE How? "We're collecting certaindata points, and in the museum space, we're 3D printing PODs based on your emotional intelligence," said Lance Weiler, the creator and creative director of the project. "Data is being generated about our lives all the time, so I thought it would be fun to have it manifest in something real.” http://www.3dprinterworld.com/article/david-cronenberg-wants-graft-3dprinted-pod-your-body
- 7. funding * ! CANADA INTERACTIVE FUND Departmentof Canadian Heritage Government of Canada ! ! TO: TIFF Toronto International Film Festival Inc. ! ! ! ! ! ! ! FOR: Body Mind Change The Worlds of David Cronenberg ! $43,573 (2011–2012) ! $362,636 (2012–2013) ! http://news.gc.ca/web/article-en.do?nid=667919 ! BODY/MIND/CHANGE * Identified funding
- 8. cronenberg evolution ! ! May 23,2012 ! NEWS RELEASE. ! TIFF CELEBRATES DAVID CRONENBERG WITH NEW EXHIBITION TIFF will also create an online experience with a multi-platform augmented reality game, The Worlds of David Cronenberg, that will complement and enrich the exhibition using a combination of social media technologies. A dedicated film programme with newly struck 35mm prints and new digital versions of select films will accompany the exhibition TIFF’s first ever major original touring exhibition launches in Fall 2013…. Through the presentation of artifacts, props, documentation and audio-visual interviews, as well as reconstructed set-pieces from Cronenberg’s films, the exhibition parallels his growth as a filmmaker with his ongoing examination and interpretation of human evolutionary possibilities, tracing his work from a focus on biological change towards examinations of shifting psychological states… Read more at http://www.xavierpop.com/2012/05/23/this-is-very-very-cooltiff_net-celebrates-david-cronenberg-with-the-launch-of-the-first-ever-original-touringexhibition/#BOObIKs7P7yBKcdw.99 The Worlds of David Cronenberg
- 9. ! ! “Body/Mind/Change (BMC), adigital extension of David Cronenberg: Evolution, immerses audiences in a "Cronenbergian" world inspired by the film Videodrome, re-imagined for the 21st century and brought to life across three platforms — online, mobile, and real-world — through an "artificial intelligence recommendation engine" called POD (Personal On-Demand). Co-produced by CFC Media Lab with creative direction by Lance Weiler, Body/Mind/Change features plot lines and game mechanics involving biotechnology start-ups, body enhancements, and emotional learning systems, and presents the plausible science fiction found in Cronenberg's work as scientific fact.” http://tiff.net/cronenberg/bodymindchange (2011) ! pod (personal on-demand) ! !
- 10. BODY/MIND/CHANGE ! “TORONTO, October 30,2013 – The first interactive story experience to generate a physical object, Body/Mind/Change, a TIFF and Canadian Film Centre's Media Lab (CFC Media Lab) coproduction starring David Cronenberg, is now open for adventurers who want to explore the plausible science fiction found in Cronenberg's films as fact. Follow the master's lead at www.bodymindchange.ca to create a next generation bio-tech recommendation engine, called Personal-On-Demand (POD).” CFC CREATES http://cfccreates.com/about_us/announcements/item.php?id=item256 Cast cronenberg
- 11. BODY/MIND/CHANGE ! “TORONTO, October 30,2013 – “The narrative begins with the activities of BMC Labs, a fictional biotech firm that has partnered with David Cronenberg to develop biotech accessories inspired by the intellectual property found in his films such as Scanners, Videodrome, and eXistenZ. Journeying through this multi-platform, immersive narrative ride, players will experience first-hand the emotional steps involved in merging with technology to transform and evolve oneself, one of the key themes Cronenberg explores in his works.” CFC CREATES http://cfccreates.com/about_us/announcements/item.php?id=item256 ! design a biotech lab
- 12. BODY/MIND/CHANGE “Registered participants willbe guided through an episodic interactive narrative that functions as a simulator for training their PODs. Completing this threepart experience will guarantee the user a unique 3Dprinted POD generated from their behaviour during the simulations. As the participant interacts with their POD's training online, the system collects data that determines the size, shape, and nature of their physical POD. By November 1, the BMC Labs installation located in the CIBC Canadian Film Gallery on the 4th floor of TIFF Bell Lightbox will display the first series of “growing” PODs. Over the next three months, this inventory of PODs will increase as participants engage, allowing them to observe their PODs growing in the Lab.” CFC CREATES http://cfccreates.com/about_us/announcements/item.php?id=item256
- 13. BODY/MIND/CHANGE ! ! “To execute thecomplex multi-media production, CFC Media Lab worked with Lance Weiler as creative director and pulled together a team of collaborators representing some of the most innovative North American companies and artists in the digital space.” ! CFC CREATES ! http://cfccreates.com/upload_files/BMCLabs_Open_Final.pdf ! ! ! ! ! ! ! ! ! Photo: http://stabletalk.cfcmedialab.com/2014/02/12/hosts-successfullyimplanted-pods-bmc-labs/
- 14. BODY/MIND/CHANGE “… a large-scalecollaborative project involving some of the most innovative digital media companies and artists”: ! ! Writers, Atley Loughridge & JC Hutchins ! Additional Writing, Lance Weiler and Chuck Wendig ! Game Designer, Nicholas Fortugno ! Composer, Brendan Canning from Broken Social Scene Film and SFX Production & Post-Production, 1188 Films Website Development & Design, Northern Army Physical Computing & Exhibition Design, Aesthetec ! ! ! ! ! See more at: http://stabletalk.cfcmedialab.com/2013/09/05/cfcmedia-lab-co-produces-bodymindchange-starring-david-cronenberg/ #sthash.wRn9eSmT.dpuf
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- 16. BODY/MIND/CHANGE “Earlier this year,without much fanfare, DCronenberg quietly licensed the fictional technology and science found within his films Shivers, The Brood, Scanners, Videodrome and eXistenZ for a mind-bending eightfigure sum. While it is common for a film’s IP to make its way into other mediums, such as books, television or games, it is highly unusual for a film’s fictional elements to become actual biotechnology. The deal was struck by a stealth Los Angeles-based biotech startup called Body Mind Change Labs. BMC intends to turn Cronenberg’s science fiction into science fact. The company’s first release is called POD (Personal OnDemand), a next-generation recommendation engine inspired by Cronenberg’s eXistenZ that helps its hosts discover what they need, love or desire, effortlessly.” April 23, 2013 http://filmmakermagazine.com/68303-pod-wants-to-know-you/#.UwK2AUJdVan Lance Weiler ingame
- 17. BODY/MIND/CHANGE “Standing within BMC’soffice, I can’t help but feel I’m in a David Cronenberg film. Everywhere I look there are monitors. In front of each sits an employee transfixed by a steady stream of images. For a moment I’m reminded of the scene in Videodrome where James Woods’ character Max Renn visits the Cathode Ray Mission, but before I can make out what is on the monitors, I’m quickly escorted into a room. Inside, a business affairs person asks me to sign what is the longest NDA I’ve ever seen. I’m given a list of things that I cannot do while visiting, as well as being presented with an even creepier release form if I’m interested in touring BMC’s lab. I forgo the tour of the lab, as I’m not comfortable with a clause in the release that states, “53.8 percent of visitors could be susceptible to an airborne infection.” ” April 23, 2013 http://filmmakermagazine.com/68303-pod-wants-to-know-you/#.UwK2AUJdVan Lance Weiler ingame
- 18. BODY/MIND/CHANGE ! Through 3 onlinesimulations, POD recipients educate an artificial intelligence entity, Kay. ‘Hosts’ answer emotional response questions after viewing short films that echo Cronenberg’s films with a layer of David Lynch. Canadian actor & long-time Cronenberg collaborator Art Hindle and Natalie Krill, alumnus from the CFC Actors Conservatory program, are featured. bmc labs Kay
- 19. BODY/MIND/CHANGE ! “I hope whatwe can do is create an interesting and engaging experience someone can step into,” says Weiler. “Doing it in a way that isn’t driven by codes and puzzles, but do it in a way that is experiential, almost hallucinatory.” ! With that in mind, Serrano adds, "The experience also includes clues hidden in some of our videos, photos, soundtracks, and text for our hard core fan to decipher. These clues, if deciphered properly, could lead you to higher levels of POD-host status.” http://thecreatorsproject.vice.com/blog/not-your-fathers-film-retrospective-tiff- play with arg content
- 20. “The POD isa personal, on-demand recommendation engine that uses artificial intelligence to understand what you want, desire or need before you do.’” bmc labs biotech implant http://www.fastcocreate.com/3021398/when-the-quantified-self-gets-creepy-turning-david-cronenbergs-science-fiction-into-reality#4
- 21. BODY/MIND/CHANGE “Standing within BMC’soffice, I can’t help but feel I’m in a David Cronenberg film. Everywhere I look there are monitors. In front of each sits an employee transfixed by a steady stream of images. For a moment I’m reminded of the scene in Videodrome where James Woods’ character Max Renn visits the Cathode Ray Mission, but before I can make out what is on the monitors, I’m quickly escorted into a room. Inside, a business affairs person asks me to sign what is the longest NDA I’ve ever seen. I’m given a list of things that I cannot do while visiting, as well as being presented with an even creepier release form if I’m interested in touring BMC’s lab. I forgo the tour of the lab, as I’m not comfortable with a clause in the release that states, “53.8 percent of visitors could be susceptible to an airborne infection.” ” April 23, 2013 http://filmmakermagazine.com/68303-pod-wants-to-know-you/#.UwK2AUJdVan pod (personal on-demand)
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- 29. the mantle clinic…Dead ringers The Mantle Brothers
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- 35. Murdin Biotechnology ConsultingInc advised on the BioNanoHybrid curriculum. According to Andrew Murdin, Pres., the course material is about 85% real. Wonder what will happen if someone stumbles on this & thinks the last 15% is bonafide… ! biotech online course
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- 38. BODY/MIND/CHANGE max renn -videodrome tumblr
- 39. max renn -videodrome twitter
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- 42. SOCIAL MEDIA ENGAGEMENT ‘mergewith David Cronenberg by sharing your darkest desire’
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- 45. #BIOHAZARD BMC LABS TIFFbell Lightbox
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- 48. Photo: http://www.xavierpop.com/2012/05/23/this-is-very-very-cool-tiff_net-celebrates-david-cronenberg-with-the-launch-of-the-first-ever-original-touring-exhibition/ due tothe ongoing/future life of this project, there is much more to share but not yet…. David wouldn’t like it
- 49. the Cronenberg body/mind/change CaseStudy is released under a NonCommercial ShareAlike Creative Commons license to be shared, remixed and expanded non-‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Anthea Foyer and/or Dr. Siobhan O’Flynn, and license your new creations under the identical terms. ! Images from third parties retain original copyright.
- 50. Get in Touch contactus TMCResource Kit info@tmcresourcekit.com tmcresourcekit.com the Cronenberg body/mind/change Case Study was prepared by: Dr. Siobhan O’Flynn
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