This document outlines five principles for effective multi-screen storytelling: 1) Act like a publisher to maintain a consistent brand message across screens. 2) Plan narratives that unfold across channels, optimized for each context. 3) Be creatively agile to move from ideas to execution rapidly via social-first design. 4) Tailor content to audiences, platforms, and contexts to surprise and delight. 5) Foster cross-discipline collaboration within organizations and with agencies.