SlideShare a Scribd company logo
www.rosie-wells.com | @rewxrew
n a r r a t i v e s
a micro report
c o l l a ps
g
n
i
🕸 ( E x p l o r i n g N o n - L i n e a r i t y ) 🕸
www.rosie-wells.com | @rewxrew
insight
In a landscape where traditional narrative
structures are giving way to fragmented
and non-linear forms of storytelling,
there lies immense potential for
creativity and exploration.
www.rosie-wells.com | @rewxrew
trend
Instead of following a linear progression
from beginning to end, collapsing
narratives start at various points in the
story, skip around in time or space, or
even unfold simultaneously across
different perspectives or platforms.
🕸 c o l l a p s i n g n a r r a t i v e s 🕸
www.rosie-wells.com | @rewxrew
challenge
To thrive in todays attention economy,
storytellers must innovate to capture
audiences by challenging traditional norms
and engaging them in unexpected and
dynamic new ways.
www.rosie-wells.com | @rewxrew
transmedia
Skam,* the cult Norwegian teen series and
now global export transformed how traditional
media and social could cross-pollinate
through transmedia strategy.
*meaning “shame” in English, Skam, premiered in 2015
www.rosie-wells.com | @rewxrew
irl-time
The school-drama series follows a new main
character each season delving into topics
including relationship difficulties, identity,
eating disorders, sexual assault, sexuality,
mental health, religion, and forbidden love.
The fictional characters each had their own
social media accounts where viewers could
follow their activities.
During its airing, new clips, conversations, and
social media posts were published daily in
real-time on the NRK website. If a scene
occurred at 9:13 AM on a Monday morning,
the corresponding clip was released at that
exact time with no prior announcement.
Following a seven-day cycle mirroring the
school week, these clips were then compiled
into full episodes released on Fridays.
The show fostered public interaction
throughout its episode and season airtime.
case study
www.rosie-wells.com | @rewxrew
www.rosie-wells.com | @rewxrew
comment on culture
What the Skam universe mastered is the
idea that once stories are released into
the wild, they take on a life of their own,
with para-social relationships taking hold
and the culture continuing the
conversation.*
*shoutout to the comment section
www.rosie-wells.com | @rewxrew
Whatsmore, our cult classics are re-ignited
by early nostalgia. Communities on modern
platforms* revisit their defining cultural
references, allowing stories to experience a
2.0 lifecycle in a new era.
*Skam’s OG lifecycle was pre TikTok
life 2.0
www.rosie-wells.com | @rewxrew
how are collapsing narratives
shaping our contemporary
storytelling culture?
www.rosie-wells.com | @rewxrew
easter eggs
Easter eggs encourage audiences to pay
closer attention, fostering a strong
emotional bond with the product.
They act as engagement tools, serving as
bridges that connect various universes and
enrich the overall narrative.
www.rosie-wells.com | @rewxrew
www.rosie-wells.com | @rewxrew
inner signals
🕸
www.rosie-wells.com | @rewxrew
breadcrumb social
A web of narratives can be harnessed
across platforms; one medium drives
eyes to another.
*
*etc
www.rosie-wells.com | @rewxrew
case study
www.rosie-wells.com | @rewxrew
*do you get what i meme?
www.rosie-wells.com | @rewxrew
phyigital
By leveraging technology to bridge the
digital and physical worlds, we can create
unique interactive experiences for our
audiences.
www.rosie-wells.com | @rewxrew
play new
*learn more on my portfolio
In the midst of one of the biggest
football tournaments of 2021, Nike,
launched their first ever reactive series
“New Football News” to their 44.2M
@nikefootball Instagram followers.*
www.rosie-wells.com | @rewxrew
play along
Throughout the tournament we
commissioned everyday Creators to
produce reactive highlights, had kids from
around the globe report on their Land of
New Football to the rest of the world, heard
from game-changing football Enablers in
our super-mini doc segment - Goodballers -
and had some of the most legendary
players from the world stage share their
approvals of our especially sourced tricks,
skills and goals UGC.
All hosted by the G.O.A.T., with bespoke
illustrations, snap lenses, stickers and
interactive hashtags.
case study
www.rosie-wells.com | @rewxrew
multiverse
The collapse of narratives offers
stakeholders a chance to engage in
multiple conversations simeltaneously.
www.rosie-wells.com | @rewxrew
custom 🤝 value
Orchestrating custom, thoughtful, and thorough
initiatives creates a significant impact for your
brand by delivering real world value to people.
🤝
www.rosie-wells.com | @rewxrew
opportunity
To create cultural ecosystems that support
and elevate the cultures which your
storytelling profits from.
Stimulate expansive cultural growth,
sustained entrepreneurship, and
innovation.
www.rosie-wells.com | @rewxrew
select from
Once defined by binary distinctions
in contrast to culture, subculture,
has now evolved into a web of niche
communities and expressions.
www.rosie-wells.com | @rewxrew
multi-player mode
case study
Channelling the spirit of the Avengers with an
e-girl twist, Charli XCX assembled the internets
IT girls for her ‘360’ music video.
Drawing from the chronically-online
community each personality brings their own
universe and dedicated fanbase to this cultural
convergence.
The internet's fervent fanbase and PR
machinery fuel the cultural phenomenon as
fans converge in a 'choose your player' mode.
Charli simultaneously pays homage to MTV and
the earlier timelines of her own rise by utilising
the music video format to capture a cultural
moment, employing a medium that seldom
makes waves in the current climate.
www.rosie-wells.com | @rewxrew
para-social -> social
www.rosie-wells.com | @rewxrew
opportunity
Collapsing narratives give us the avenue to
think in multi-genre, multi-purpose ways.
We’re invited to create stories and timelines
that can have sustained and meaningful
impact in the real lives of our audiences.
www.rosie-wells.com | @rewxrew
the takeaway
You can be everywhere, be so Julia!*
*one for the Brats
www.rosie-wells.com | @rewxrew
future facing
With the advent of AI, how can
we challenge short attention
spans and algorithm-driven
strategies to preserve the
human essence of storytelling?
www.rosie-wells.com | @rewxrew
about
...is an Arts & Cultural Strategist uniquely
positioned at the intersection of
grassroots and mainstream storytelling.
Their work is focused on developing
meaningful and lasting connections that
can drive social change.
🕸 r o s i e w e l l s 🕸
www.rosie-wells.com | @rewxrew
connect
This has been a micro-report.
For more insights, please reach out
hello@rosie-wells.com

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Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells

  • 1. www.rosie-wells.com | @rewxrew n a r r a t i v e s a micro report c o l l a ps g n i 🕸 ( E x p l o r i n g N o n - L i n e a r i t y ) 🕸
  • 2. www.rosie-wells.com | @rewxrew insight In a landscape where traditional narrative structures are giving way to fragmented and non-linear forms of storytelling, there lies immense potential for creativity and exploration.
  • 3. www.rosie-wells.com | @rewxrew trend Instead of following a linear progression from beginning to end, collapsing narratives start at various points in the story, skip around in time or space, or even unfold simultaneously across different perspectives or platforms. 🕸 c o l l a p s i n g n a r r a t i v e s 🕸
  • 4. www.rosie-wells.com | @rewxrew challenge To thrive in todays attention economy, storytellers must innovate to capture audiences by challenging traditional norms and engaging them in unexpected and dynamic new ways.
  • 5. www.rosie-wells.com | @rewxrew transmedia Skam,* the cult Norwegian teen series and now global export transformed how traditional media and social could cross-pollinate through transmedia strategy. *meaning “shame” in English, Skam, premiered in 2015
  • 6. www.rosie-wells.com | @rewxrew irl-time The school-drama series follows a new main character each season delving into topics including relationship difficulties, identity, eating disorders, sexual assault, sexuality, mental health, religion, and forbidden love. The fictional characters each had their own social media accounts where viewers could follow their activities. During its airing, new clips, conversations, and social media posts were published daily in real-time on the NRK website. If a scene occurred at 9:13 AM on a Monday morning, the corresponding clip was released at that exact time with no prior announcement. Following a seven-day cycle mirroring the school week, these clips were then compiled into full episodes released on Fridays. The show fostered public interaction throughout its episode and season airtime. case study
  • 8. www.rosie-wells.com | @rewxrew comment on culture What the Skam universe mastered is the idea that once stories are released into the wild, they take on a life of their own, with para-social relationships taking hold and the culture continuing the conversation.* *shoutout to the comment section
  • 9. www.rosie-wells.com | @rewxrew Whatsmore, our cult classics are re-ignited by early nostalgia. Communities on modern platforms* revisit their defining cultural references, allowing stories to experience a 2.0 lifecycle in a new era. *Skam’s OG lifecycle was pre TikTok life 2.0
  • 10. www.rosie-wells.com | @rewxrew how are collapsing narratives shaping our contemporary storytelling culture?
  • 11. www.rosie-wells.com | @rewxrew easter eggs Easter eggs encourage audiences to pay closer attention, fostering a strong emotional bond with the product. They act as engagement tools, serving as bridges that connect various universes and enrich the overall narrative.
  • 14. 🕸 www.rosie-wells.com | @rewxrew breadcrumb social A web of narratives can be harnessed across platforms; one medium drives eyes to another. * *etc
  • 16. www.rosie-wells.com | @rewxrew *do you get what i meme?
  • 17. www.rosie-wells.com | @rewxrew phyigital By leveraging technology to bridge the digital and physical worlds, we can create unique interactive experiences for our audiences.
  • 18. www.rosie-wells.com | @rewxrew play new *learn more on my portfolio In the midst of one of the biggest football tournaments of 2021, Nike, launched their first ever reactive series “New Football News” to their 44.2M @nikefootball Instagram followers.*
  • 19. www.rosie-wells.com | @rewxrew play along Throughout the tournament we commissioned everyday Creators to produce reactive highlights, had kids from around the globe report on their Land of New Football to the rest of the world, heard from game-changing football Enablers in our super-mini doc segment - Goodballers - and had some of the most legendary players from the world stage share their approvals of our especially sourced tricks, skills and goals UGC. All hosted by the G.O.A.T., with bespoke illustrations, snap lenses, stickers and interactive hashtags. case study
  • 20. www.rosie-wells.com | @rewxrew multiverse The collapse of narratives offers stakeholders a chance to engage in multiple conversations simeltaneously.
  • 21. www.rosie-wells.com | @rewxrew custom 🤝 value Orchestrating custom, thoughtful, and thorough initiatives creates a significant impact for your brand by delivering real world value to people. 🤝
  • 22. www.rosie-wells.com | @rewxrew opportunity To create cultural ecosystems that support and elevate the cultures which your storytelling profits from. Stimulate expansive cultural growth, sustained entrepreneurship, and innovation.
  • 23. www.rosie-wells.com | @rewxrew select from Once defined by binary distinctions in contrast to culture, subculture, has now evolved into a web of niche communities and expressions.
  • 24. www.rosie-wells.com | @rewxrew multi-player mode case study Channelling the spirit of the Avengers with an e-girl twist, Charli XCX assembled the internets IT girls for her ‘360’ music video. Drawing from the chronically-online community each personality brings their own universe and dedicated fanbase to this cultural convergence. The internet's fervent fanbase and PR machinery fuel the cultural phenomenon as fans converge in a 'choose your player' mode. Charli simultaneously pays homage to MTV and the earlier timelines of her own rise by utilising the music video format to capture a cultural moment, employing a medium that seldom makes waves in the current climate.
  • 26. www.rosie-wells.com | @rewxrew opportunity Collapsing narratives give us the avenue to think in multi-genre, multi-purpose ways. We’re invited to create stories and timelines that can have sustained and meaningful impact in the real lives of our audiences.
  • 27. www.rosie-wells.com | @rewxrew the takeaway You can be everywhere, be so Julia!* *one for the Brats
  • 28. www.rosie-wells.com | @rewxrew future facing With the advent of AI, how can we challenge short attention spans and algorithm-driven strategies to preserve the human essence of storytelling?
  • 29. www.rosie-wells.com | @rewxrew about ...is an Arts & Cultural Strategist uniquely positioned at the intersection of grassroots and mainstream storytelling. Their work is focused on developing meaningful and lasting connections that can drive social change. 🕸 r o s i e w e l l s 🕸
  • 30. www.rosie-wells.com | @rewxrew connect This has been a micro-report. For more insights, please reach out hello@rosie-wells.com