crossplatfrom writing

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slides used in a cyfle workshop in cardiff 0/11/08

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crossplatfrom writing

  1. 1. CROSSPLATFORM WRITING BY TIM WRIGHT timw@xpt.com
  2. 2. CROSSPLATFORM WRITING
  3. 3. WHAT PLATFORMS?
  4. 4. THE DIFFERENCE WEB + WIRELESS
  5. 5. TRADITIONAL TRANSMEDIA THE MOVIE THE GAME FRANCHISING & FORMATTING MERCHANDISING PR & MARKETING
  6. 6. ‘SIMPLE’ CONVERSIONS
  7. 7. ‘COMPLEX’ CONVERSIONS
  8. 8. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS CHARACTER DEVELOPMENT PERSONALISATION JOINING UP THE DOTS MAKING PEOPLE CLICK PLAY & PARTICIPATION PUZZLES & CONSPIRACIES THE RETURN PATH & LATENCY REMIXING, REPURPOSING CHOOSING SOFTWARE WORKING WITH SOFTWARE MOBILISATION (AND PROXIMITY) BEING USEFUL
  9. 9. for the girl who stole my ice cream in 1973
  10. 10. NOODLING
  11. 11. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS CHARACTER DEVELOPMENT PERSONALISATION PERSONALISATION JOINING UP THE DOTS MAKING PEOPLE CLICK PLAY & PARTICIPATION PUZZLES & CONSPIRACIES THE RETURN PATH & LATENCY REMIXING, REPURPOSING WORKING WITH SOFTWARE MOBILISATION (AND PROXIMITY) BEING USEFUL
  12. 12. ONLINE CAROLINE Webcam & Email Drama 87% episode on episode retention rate 500,000 Impressions 2,500 emails to Caroline per month 100+ ansaphone messages per week 66,500 episodes viewed a month 7 average page views per episode 11,000 hours online at 10 minutes per episode in month 1 £0 marketing spend Promoted on the Freeserve home page for approximately a week
  13. 13. ONLINE CAROLINE “CAROLINE – BIG COMMISERATIONS ON YOUR BURGLARY! DO YOU KNOW THAT IT WAS ALL SET UP AS „EXTRA ENTERTAINMENT‟ FOR VIEWERS?...” “I‟VE LET THE POLICE KNOW BUT THEY WEREN‟T REALLY ABLE TO DO ANYTHING COS I DON‟T KNOW YOUR ADDRESS.I PHONED THEM AGAIN BUT THEY STARTED GETTING A BIT SHIRTY.”
  14. 14. ONLINE CAROLINE WHO THE HELL ARE YOU AND WHY HAVE YOU BEEN SENDING MESSAGES TO MY DAD? HE HAS GOT MY MUM AND WOULD NOT WANT ANYONE ELSE!
  15. 15. IT3C Virtual Gift-Giving Service INCREASED ONLINE TIME PERSONALISATION & TRACKING SPONSORSHIP & MARKETING MOBILE APPLICATIONS REAL GIFT GIVING
  16. 16. IT3C “AN AQUARIUM 250CM X 100CM X 100CM” “A REALLY RICH CHOCOLATE CAKE, A REALLY RICH HUSBAND, A TELEPHONE THAT WORKS IN THE SHOWER, A HUSBAND THAT WORKS IN THE SHOWER, A REALLY BIG DIAMOND RING, BIGGER BOOBS, DID I ALREADY MENTION CHOCOLATE CAKE?” “HER BACK”
  17. 17. XPT http://uk.youtube.com/watch?v= ThIOzDwBRZ4 http:/www.xpt.com
  18. 18. ONLINE CAROLINE • Lonelygirl15 • Kate Modern • Sophia’s Diary • Anna’s Phone
  19. 19. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS CHARACTER DEVELOPMENT PERSONALISATION JOINING UP THE DOTS JOINING UP THE DOTS MAKING PEOPLE CLICK PLAY & PARTICIPATION PUZZLES & CONSPIRACIES THE RETURN PATH & LATENCY REMIXING, REPURPOSING WORKING WITH SOFTWARE MOBILISATION (AND PROXIMITY) BEING USEFUL
  20. 20. ONLINE CAROLINE
  21. 21. BBC CASTAWAY
  22. 22. TODAY
  23. 23. THE TELECTROSCOPE
  24. 24. IN SEARCH OF OLDTON
  25. 25. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS CHARACTER DEVELOPMENT PERSONALISATION THE RETURN PATH JOINING UP THE DOTS MAKING PEOPLE CLICK PLAY & PARTICIPATION PUZZLES & CONSPIRACIES REMIXING THE RETURN PATH & LATENCY REMIXING, REPURPOSING WORKING WITH SOFTWARE MOBILISATION (AND PROXIMITY) REPURPOSING BEING USEFUL
  26. 26. IN SEARCH OF OLDTON Participative Blog Fiction ARTS RESEARCH & EDUCATION WORKSHOPS & PERFORMANCES PLAYING CARDS BBC RADIO BROADCAST
  27. 27. USER GENERATED CONTENT DEAR TIM, DO YOU REMEMBER THE ALLOTMENTS? I CAN'T PLACE THEM ANYWHERE BUT OUR UNCLES AND OUR GRANDADS HAD THEIR SHEDS THERE, WHERE OLD PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS FLASKS GAVE OFF A SCENT OF SUGARED MILK. WE ATE PEAS THERE, FROM THE POD. “THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”
  28. 28. MIXED MEDIA IS THIS MY DAD HARD “OLD MISS SEEWOOD, OVER AT WORK IN THE BRUSH FACTORY AS A LAD, 150 YEARS OLD AND LIVED BY MAYBE? THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.” “I MET A LADY LAST YEAR WHO TOLD ME TO WRITE YOUR NAME ON A PIECE OF PAPER, ATTACH IT TO A BALLOON, AND THEN LET GO.INSTEAD I MADE YOU A ROOM, PLAYED YOU SONGS, GOT DRUNK AND IMAGINED YOU WALKED IN AND GAVE ME YOUR JUMPER TO WEAR.”
  29. 29. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS CHARACTER DEVELOPMENT PERSONALISATION JOINING UP THE DOTS MAKING PEOPLE CLICK PLAY PLAY & PARTICIPATION PUZZLES & CONSPIRACIES PARTICIPATION THE RETURN PATH & LATENCY REMIXING, REPURPOSING WORKING WITH SOFTWARE MOBILISATION (AND PROXIMITY) BEING USEFUL
  30. 30. GOLF ON THE MOON Web 2.0 Play (MEANINGFUL?) WEB 2.0 CONTENT GENERATION PERFORMANCES & EVENTS WORKSHOPS & EXHIBITIONS GAMES & COMPETITIONS ARGs!?
  31. 31. GOLF ON THE MOON TALK LIKE AN ASTRONAUT BE SHORT, SHARP & CONCISE IN ALL COMMUNICATION WRITE DOWN AN EXAMPLE OF THE QUICKEST WAY TO SAY SOMETHING IMPORTANT… Say again. Over. FIRE! Delete - other - you - DON’T SING!
  32. 32. GOLF ON THE MOON BUILD ME A ROCKET BRICK BY BRICK
  33. 33. GOLF ON THE MOON TURN MAJOR TIM INTO YOUR TOY
  34. 34. GOLF ON THE MOON DESIGN & PLAY YOUR OWN MOONGOLF HOLE
  35. 35. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS CHARACTER DEVELOPMENT PERSONALISATION JOINING UP THE DOTS MAKING PEOPLE CLICK PLAY & PARTICIPATION PUZZLES & CONSPIRACIES THE RETURN PATH & LATENCY REMIXING, REPURPOSING WORKING WITH SOFTWARE MOBILITY MOBILISATION (AND PROXIMITY) BEING USEFUL
  36. 36. DRAMA EVERYWHERE UP YOUR STREET IN YOUR POCKET ON THE MOVE
  37. 37. MOBILITY. PROXIMITY. WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA
  38. 38. ADD YOUR STUFF, FIND YOUR FRIENDS. STICK YOUR OWN STUFF ON MAPS MAKE TRAILS FOR OTHER PEOPLE FIND STUFF NEAR YOU CHECK OUT THE LOCAL ACTION. WAT C H S C E N E S T H AT R E L AT E T O W H E R E YO U A R E RIGHT NOW
  39. 39. BRING THE DRAMA TO YOU. rate scenes & routes leave comments, make judgements, suggest & write new scenes lure characters into locations watch characters & storylines come to life near you your input changes the route
  40. 40. OBVIOUS MARKETS BROADCASTERS BBC, C4, ITV, SKY, MTV, DISCOVERY, ENDEMOL, ALL3MEDIA MOBILE OPERATORS VODAFONE, ORANGE, T-MOBILE, 02 ISP & WEB GOOGLE, YAHOO, MSN, BEBO, MYSPACE TELCOS BT, CARPHONE WAREHOUSE, VIRGIN GAMES SONY, NINTENDO, MICROSOFT, EA
  41. 41. LESS OBVIOUS MARKETS RETAILERS TESCO, ICELAND, OCADO, MCDONALDS HARDWARE MANUFACTURERS SONY, NOKIA, HP, LOGITECH, APPLE ADVERTISERS BMW, SMIRNOFF, NIKE, GUINNESS PRINT PUBLISHERS PENGUIN, NEWS INTERNATIONAL, IPC, GUARDIAN HOME SERVICE PROVIDERS BRITISH GAS, OCADO, NATWEST
  42. 42. INDEPENDENT MARKETS EDUCATION DIGITAL CURRICULUM, CREATIVE PARTNERSHIPS, TEACHERS TV, AHRC PUBLIC FUNDS DTI/DCMS, NESTA, ARTS COUNCIL, FILM COUNCIL, WELCOME FOUNDATION, NATIONAL HERITAGE INDEPENDENT WEB YOUTUBE CHANNELS, HABBO HOTEL, WoW USER GENERATED CONTENT FLICKR, TYPEPAD, LIFEBLOG, 4DOCS PUBLIC SPACES THEATRES, MUSEUMS, TRAIN STATIONS, SPORTS ARENAS, SHOPPING CENTRES
  43. 43. OBVIOUS GENRES TELEVISION & FILM NEWS – SPORT - RADIO – DOCUMENTARY - DRAMA MOBILE VOICE – TEXT – MUSIC – GAMES – PHOTOS – CLIPS – WEB - SEARCH BROADBAND WEB VIDEO – ANIMATION – AUDIO - COMMUNITY – MMP GAMES - ARGS CONSOLE GAMES RPG – SHOOT ‘EM UP – SPORTS – SIMULATION - SONG & DANCE - CASUAL -
  44. 44. LESS OBVIOUS GENRES CROSS MEDIA/HYBRIDS TREASURE HUNTS – CONSPIRACY THEORIES – PARLOUR/PLAYGROUND GAMES – MUSIC/AUDIO/RADIO PRINT JIT PUBLISHING – PERSONALISED PRINTING – PHOTOS LIVE PERFORMANCE MUSIC – THEATRE – SPORT - FUNPARKS TEENS/EDUCATION DIGITAL CURRICULUM – GAMES – DOCUMENTARY – TOOLS & SERVICES
  45. 45. THE FANCY STUFF USER GENERATED CONTENT ALTERNATE REALITY GAMES VIDEO EVERYWHERE LOCATION/SITE SPECIFIC WEARABLES/MAKABLES ARTIFICIAL INTELLIGENCE ROBOTICS
  46. 46. THE TEAM YOU MIGHT NEED Video Production & Editing Sound & Music Production Scriptwriting & Editing Interactive Copywriting 2D/3D Design (HTML/Graphics/Interface/Branding) Flash Animation Interaction & Games Design Mobile Development HTML Programming Server Programming Middleware Programming Technical Testing User Testing Hosting Services SMS Services Community Management & Moderation Sales & Marketing Packaging & Distribution Financial & Legal Management Project Management
  47. 47. DOCUMENTATION Project Summary Key Features Platform Target Market Sample Script Visual Treatment Basic Walkthrough 2 x User Scenarios Cost Summary + Detailed Budget Project Value/Revenue Opportunities Rights Past Projects Production Partners Resource/Asset List Functional Spec Technical Spec Software Web Pitch/Canned Demo
  48. 48. A SIMPLER APPROACH The Author Software: GoLive, PhotoShop, Flash… Services: Web hosting, trAce forums, Typepad, Printing, Paypal Funders: Writers for the Future/4Learning Output: Workshops, Training, Skills Development, Playing Cards, Radio Drama, Net Traffic, Community Building The Audience!
  49. 49. WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE ENTERTAINING RESPONSIVE WRITING TO FIT DIFFERENT STYLES 4 DIFFERENT PLATFORMS RESPONSIBLE CHARACTER DEVELOPMENT INCLUSIVE PERSONALISATION JOINING UP THE DOTS PLAYFUL MAKING PEOPLE CLICK CONTEXTCONSPIRACIES SENSITIVE PLAY & PARTICIPATION PUZZLES & NETWORKED THE RETURN PATH & LATENCY REMIXING, REPURPOSING SOCIAL WORKING WITH SOFTWARE *AND* MOBILISATION (AND PROXIMITY) BEING USEFUL USEFUL
  50. 50. BEING USEFUL MULTIPLATFORM STORYTELLING FOR SCREENWRITERS Pollyanna Lindley on 020 7025 1987 or email pollylindley@01zero-one.co.uk, or apply online at http://www.01zero- one.co.uk/apply_now.htm. BOOKMARKS http://delicious.com/timwright1964/zero1 BLOG http://timwright.typepad.com/

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