Sempre di più i brand sono alla ricerca di nuovi approcci per creare relazioni profonde con i consumatori. Evoluzione dello storytelling, lo ""storyscaping"" permette di creare esperienze coinvolgenti capaci di imprimersi nel cuore e nella mente delle persone. La storia di un’azienda, la sua mission, le caratteristiche di un prodotto, i valori e la philosophy di un brand sono gli ingrediendi da cui partire per creare narrazioni coinvolgenti che evolvono in Immersive Storytelling in cui sentirsi i protagonisti e con cui emozionarsi. MICK ODELLI CEO DrawLight

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approach of creating and distributing valuable,
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- Content Marketing Institute
“ “
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Dallo Storyscaping
all’Immersive Storytelling:
quando la narrazione diventa immersiva
— MICK ODELLI • DRAWLIGHT

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MICK ODELLI
Immersive Storytelling Consultant
• Founder & CEO DrawLight S.r.l.
• Founder & CEO Senso Immersive S.r.l.
• TedX Speaker 2015: Immersive experience in
technology and the senses
• TedX Guest Speaker 2017: Adaptive Storytelling
• Immersive Retail Lecturer @ Fashion Research Italy
• BoA Degree in Visual Communication (University of
New England, Sydney)

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BeCurious

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FOLLOW YOUR CURIOSITY

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WHAT IF LIGHT
WAS TO ESCAPE?

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— SHOWREEL • https://youtu.be/lmJlF-60hwk

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MIXED REALITY
AUGMENTED REALITY
VIRTUAL REALITY
HOLOGRAMS
IMMERSIVE STORYTELLING
NEUROSCIENCE BASED CONTENT

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Immersion is a metaphorical term derived from the physical
EXPERIENCE of being submerged in water.
We seek the same feeling from a psychologically immersive
experience that we do
from a plunge in the ocean or swimming pool:
the sensation of being surrounded by a completely other
reality.
Janet Murray

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EXPERIENCE
is the knowledge of an event gained
through involvement in or exposure to it.
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THE PLEASURE OF EXPERIENCE
SUPPORTS INTRINSIC MOTIVATION.
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WE ARE NOT ALONE

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WHY

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Life offers you a story as far as the road goes.

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When I get home after work

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Don’t miss the bus,
lunch is coming.

20. STORIES ARE
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21. you’ll get burnt with those stoves.
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22. STORIES ARE STICKY.
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23. 2. Story is simply a way of structuring information.
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24. 3. A story provides packets of sensory
language presented in a particular way
that allows the listener to quickly and easily
internalize the material, comprehend it,
and create meaning from it.
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Story is how the brain creates meaning.
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dopamine = focus / motivation / memory
how = suspence / cliff-hanger / storytelling
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oxytocin = kindness / trust / bonding
how = empathy
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endorphin = creativity / relax / focus
how = fun
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cortisol = focus attention
how = hero on distress
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32. Temporal asymmetry between speaker–listener and listener–listener neural couplings.
Greg J. Stephens et al. PNAS 2010;107:32:14425-14430
©2010 by National Academy of Sciences
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When you see yourself in the story,
it becomes more real than facts.
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PITY | FEAR | CATHARSIS

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THE HERO
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The biggest mistake brands make in storytelling is
to believe they must play the role of hero.
This is just plain arrogant.
Your product or service should play the role of
those magical ruby slippers.
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The most successful marketing groups are
reassigning consumers
from the role of audience to the role of protagonist.
It’s their journey that matters.
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PRODUCTS & SERVICES
experiences enablers.
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— MASSIMILIANO & MANET • https://youtu.be/HF-0DnOFONc

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WALK THE WALK.
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Not only do people remember compelling stories,
they share them.

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You can push information out to people
or you can pull them in with a story.

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value story
experience
value
exp
story

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THE JOURNEY OF ME

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— GOLDEN THEATRE • https://youtu.be/fixpbNA6atc

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— JUNE • https://youtu.be/LQaW-beDkI4

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Mick Odelli
Founder & CEO
hello@drawlight.net
Twitter: @mickodelli
Instagram: @mickodelli
www.justmick.tv
www.drawlight.net
www.sensoimmersive.com
Grazie!