Here is my pitch document for my purposed adapation of animal farm for my Interactive Media module MED329.

1. Animal Farm
Pitch Document
Alan Hook-
MED329
Sorcha McVeigh
Student ID-
B00704425
Throughout this pitch document I will
demonstrate an understanding of how platforms
and delivery mechanisms effect stories and
audiences. I will also demonstrate knowledge of
how participation can be utilised effectively to
engage an audience through stories. I will also
demonstrate and understanding of concepts of
transmedia production showing the ability to
understand how stories can utilise a diverse range
of media forms.
pitch document.indd 1 10/04/2018 11:21:18

2. T r a n s -
m e d i a
What is transmedia
Transmedia storytelling which is also know
as transmedia narrative and multi-platform
storytelling, is a technique of telling a story or
experience through the use of multiple platforms
and formats using the current digital technologies
which is different from the traditional cross-
platform media franchises, sequels, or adaptations.
5 Questions to help define or identify my story
experience:
1. What is the story I want to tell?
2. How will I deliver the story?
3. What kind of audience participation do I want or need?
4. How will audience participation affect the story over time?
5. How much is based in the real world Vs. how much is based in a fictional
world?
These are the question that I have to ask myself to help me to define and identify
my story experience.
pitch document.indd 2 10/04/2018 11:21:18

3. “ … w h e r e o l d a n d
n e w m e d i a c o l l i d e ,
w h e r e g r a s s r o o t s
a n d c o r p o r a t e m e d i a
i n t e r s e c t , w h e r e t h e
p o w e r o f t h e m e d i a
p r o d u c e r a n d t h e
p o w e r o f t h e m e d i a
c o n s u m e r i n t e r a c t i n
u n p r e d i c t a b l e w a y s . ”
( J e n k i n s 2 0 0 6 : 2 )
pitch document.indd 3 10/04/2018 11:21:18

4. T r e at -
m e n t
Synopsis
For my project I am going to tell the story through the eyes of the naïve
boxer the cart horse whose strength, dedication and loyalty play a
key role in the early prosperity of the Animal Farm and the later the
completion of the Windmill. Boxer was always very devoted to Animal
Farm’s ideas but wasn’t very able to think about them independently, he
allows all the pigs to make his decisions for him which later results in
his death as the pigs told him that they where sending him to get better
when they where really sending him to the slaughter house betraying
his trust in them once again. Boxer also had two motto’s for himself to
help motivate him which where “I will work harder” and another motto
that he said through-out the book was “Napoleon is always right”.
Plot Points
Tagline: “I will work harder”
and
“Napoleon is always right.”
+ Tag-line
+ Back story and context
+ Synopsis
+ Plot points
+ Characters
+ Scripts
+ User-centric scenarios
To tell the story of animal farm which is about the Russian Revolution i am going to use a range of
different social media outlets such as Twitter,Facebook,Soundcloud, a downloadable app, YouTube and
I will also make a web-page for my transmedia narrative where all the content will be in one place. I will
use twitter as a outlet for live tweets and comments from each of the different cast members, it will also
be used to send out links to the other forms of social media such as being sent to youtube and soundcloud.
I will use soundcloud as a podcast site which will have weekly new episodes. For youtube I will use it to
frequently post new videos on every week to keep the audience interested in what is happening on the
animal farm. The podcast will explain to the listeners what has happened in this weeks clip so that they
are not only following what is happening but are also learning about the Russian Revolution. The App will
allow the users to interact with the story as they will be able to go to a farm location and learn about the
cast members and who they represent.
pitch document.indd 4 10/04/2018 11:21:18

5. Boxer
The cart-horse whose incredible
strength, dedication and loyalty
play a key role in the early
prosperity of Animal Farm and
later completion of the windmill.
Quick to help but rather slow-
witted, Boxer shows much
devotion to Animal Farm’ ideals
but little ability to think about
them independently. He naively
trusts the pigs to make all his
decisions for him.
Boxer’s twitter will be live and
will be used to send out tweets
to all of his followers which
will include links to youtube
which will show a ranges of
clips and videos related to Ani-
mal farm, it will also post links
to podcast which will be posted
onto soundcloud weekly.
C h a r -
a c t e r s
pitch document.indd 5 10/04/2018 11:21:18

6. Napoleon
The pig who emerges as the lead-
er of Animal Farm after the Re-
bellion, Based on Joseph Stalin,
Napoleon uses military forces (his
nine loyal attack dogs) to intim-
idate the other animals and con-
solidate his power. In his supreme
craftiness, Napoleon proves more
treacherous than his counterpart,
Snowball.
Napoleon’s twitter will be live
and will be used to send out
tweets to all of his followers
which will include links to you-
tube which will show a ranges
of clips and videos related to
Animal farm, it will also post
links to podcast which will be
posted onto soundcloud weekly.
C h a r -
a c t e r s
pitch document.indd 6 10/04/2018 11:21:18

7. Snowball
Snowball’s twitter will be live and
will be used to send out tweets to
all of his followers which will in-
clude links to youtube which will
show a ranges of clips and vide-
os related to Animal farm, it will
also post links to podcast which
will be posted onto soundcloud
weekly.
The pig who challenges
Napoleon for control of Animal
Farm after the Rebellion. Based
on Leon Trotsky, Snowball
is intelligent, passionate,
eloquent, and less subtle and
devious than his counterpart,
Napoleon. Snowball seems to
win the loyalty of the other
animals and cement his power.
C h a r -
a c t e r s
pitch document.indd 7 10/04/2018 11:21:19

8. Mr. Jones
The often drunk farmer who
runs the Manor Farm before the
animals stage their Rebellion and
establish Animal Farm. Mr Jones
is an unkind master who indulges
himself while his animals lack
food; he thus represents Tsar
Nicholas II, whom the Russian
Revolution ousted.
Mr. Jones’ twitter will be live and
will be used to send out tweets to
all of his followers which will in-
clude links to youtube which will
show a ranges of clips and videos
related to Animal farm, it will also
post links to podcast which will be
posted onto soundcloud weekly.
C h a r -
a c t e r s
pitch document.indd 8 10/04/2018 11:21:19

9. Story
Importance of
narrative.
Real World
Extent to which
experience pervades real
locations & times, real
people & events.
Gaming
Audience has goal,uses
of puzzles, use of game
mechanics (trophies,
levels, leader boards
etc.);
Co-Creation
Audience ability to
change or contribute
to the story.
R a d a r
C h a r t
pitch document.indd 9 10/04/2018 11:21:19

10. My Radar Chart
As you can tell from my radar chart the most important factor of my
transmedia narrative is the story that is being told. This is the most
important factor as I want my target audience to be able to understand
the whole transmedia narrative and what it is about which is the
Russian revolution in 1917 and the events that occurred throughout
it. The real world is also important as I want the user’s to be able to
experience the events and be able to visit different areas to help make
the transmedia narrative more enjoyable. For gaming I wish to make
a game similar to the Pokeamon Go game where my audience are
able to go on there phones in farm locations and find out about the
different cast members of animal farm and there back story about who
they are representing in the story through this downloadable game
R a d a r
C h a r t
pitch document.indd 10 10/04/2018 11:21:19

11. YouTube
Youtube will be a large platform that
I will use for my transmedia narra-
tive project as it is where I will post
all my teasers, clips and videos on
for the user to view when ever they
wish to. The clips will be posted
weekly on to the youtube channel.
Twitter
Twitter will be used so users can tweet and
follow the different characters of my transmedia
narrative project as I will have different accounts
for each of the members of Animal Farm. I
will also have a Twitter account for the whole
adaptation where I will post short clips from the
videos I will post on youtube with a link to click
on which will bring them to the full length clip, I
will do this also for the podcast on soundcloud.
Downloadable App
I will make a free downloadable app similar to the
Pokamon Go game that my target audience will be
able to download and play finding out about the dif-
ferent cast members such as the back stories and
who they represent in the Russian Revolution.
P l at -
f o r m s
pitch document.indd 11 10/04/2018 11:21:19

12. Facebook
I will also use facebook which will allow me to
connect with more of my target audience as some
of them my not use twitter as a form of social
media. I will have one for my main page which
will be similar to the one on twitter which as it
will post short clips and snippets from videos
and podcasts posted on youtube and soundcloud
with links to the full thing.
Soundcloud
I will use soundcloud to upload
weekly podcast from the cast of
Animal Farm which will keep the
target audience interested in the
story.
Web-page
For my web-page i will make up a range of different pages that help to inform the users about Animal Farm.
I will have pages such as the cast, about, videos, podcasts and downloads. The link to the web-page will be
on each of the different platforms so no matter what your on you are able to find the web-page.
P l at -
f o r m s
pitch document.indd 12 10/04/2018 11:21:19

13. Us e r
J o u r n e y
pitch document.indd 13 10/04/2018 11:21:20

14. Us e r
J o u r -
n e y
Step by Step of The User Journey
1. Animal farm accounts made on Facebook, twitter, SoundCloud, You-
Tube which all link to the web-page.
2. Short teaser realised on to all of the different social media accounts
to get the target audience’s attention to what is going to be made.
3. Tweets and status are posted on to the twitter and Facebook pages to
create hype for the upcoming clips and posts.
4. Realise of the app and game is posted on to the app store and is
shared onto our social media sites showing our viewers where they are
able to download the game.
5. The first weekly video clip is realised and shorten clip is posted onto
their social media with a link directing the target audience to the full-
length clip.
6. The first weekly podcast explains what happened in this week’s video
is realised on to SoundCloud and a short snipped is posted with a link to
the full podcast onto social media.
7. Photos and posts are posted regularly onto each of the different types
of social media to keep our audience interested in what is happening on
the animal farm.
8. The next video clip and podcast is posted on YouTube and Sound-
Cloud with short snipped posted on to social media to keep our audience
up to date with the story of Animal Farm.
9. This sequence is repeated until the complete story of George Orwell’s
Animal Farm is told through the use of short clips and podcasts.
10. Story completed
pitch document.indd 14 10/04/2018 11:21:20

15. Persona eg.
Education
Tiarna is currently in her second year
of GCSE’s where she studies PE,Irish,
History, English Language, English
Literature, Math, Science, and Religion.
Due to the fact that she is currently
doing her GCSE’s means that she will be
reading George Orwell’s book Animal
Farm therefore she and teenagers who
are also doing there GCSE’s will be the
ideal target audience for my transmedia
narrative project.
Work
Tiarna has a part time
job working in her
cousin bar lifting empty
glasses off the tablets
at the weekend, Which
leaves her with little
free time.
Media
Tiarna loves to keep up to date with
all the series that she watches whether
its online or on TV. Tiarna is also
frequently using social media to stay
in touch with her friends whether
its Facebook, Snapchat, Twitter or
Instagram is is always active on one of
them.
Life
Tiarna lives in Armagh city and is very
active as she plays both Gaelic Football
and Camogie for her local club, and also
plays for her county under 16’s team and
minor team. If she is not working at the
weekend she would be out supporting her
local teams at their games.
Ta r g e t
A u d i e n c e
The target audience for this transmedia narrative is going to be
young teenagers who are currently doing there GCSE’s as they
will be beginning to learn about the Russian Revolution or is
reading the book Animal Farm as part of there English GCSE.
The platforms that I have decided to use are also targeting this
audience as they are frequently used by teens of that age group.
Demongraphics
pitch document.indd 15 10/04/2018 11:21:20

16. D e -
v e l o p -
m e n t
In order to make my
transmedia narrative
project I will need to
have a development
team which I will set up
in accordance to each
team members skills so
everyone has a set task to
complete.
Web Designer
This person will be in-charge of designing the web-page and coding it so it
is ready to go live on the web.
Cinematographer
This person will be in charge of videoing all of the range of clips and
editing them all together seamlessly so the viewers are able to watch
the clips and not feel disorientated by what they are viewing.
Social Media Representative
This person will be responsible for updating, maintaining and growing the
transmedia narrative’s social media presence.
Game and App. Developer
This person will be in charge of creating the Pokeamon Go like game where the users will be able to go
through a farm and learn about the cast and the surroundings.
Graphic Designer and Illustrator
This person will be in charge of creating all of the graphics and illustrations that will be need throughout
the transmedia narrative project and insuring that they are the same on each of the different platforms.
pitch document.indd 16 10/04/2018 11:21:20

17. S c r i p t s
E T C .
Video Clips
For the main video clips that tell the of the Animal Farm and the
Russian Revolution I will still to what is said in George Orwell’s
book how ever I will modernise it a little so it will appeal more to my
teenage target audience and make them be able to relate more to the
cast of the animal farm.
Podcasts
For the weekly podcast they will be less formal than the clips and will discuss what has
happened in the clip that has been realised that same week and which will give the target
audience a brief understanding of what has happened in the latest video clip. The podcast
will also give a brief summery on what happened on the previous video clip ensuring that
the target audience will remember what as happened so far.
pitch document.indd 17 10/04/2018 11:21:20