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  • Interview with Dan Light, Part II: the intricacies of creating transmedia content

    15th July 10

    Posted by Mel Exon

    Posted in creativity, storytelling

    Author: Ben Shaw, Strategist, BBH London


    Last time we left off talking to Dan about the role of transmedia in extending the relationship between entertainment properties and audiences. As expected we soon moved onto Dan’s favourite topic, creating transmedia content for today’s multimedia world. This was just after Dan managed to pour an entire cup of fresh coffee all over himself.

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  • Interview with Dan Light, Part I: engaging online communities

    14th July 10

    Posted by Mel Exon

    Posted in creativity, storytelling

    Author: Ben Shaw (@BenShaw), Strategist, BBH London

    Iron Man 2 transmedia marketing

    Dan Light’s profile description on Twitter (@danlight) reads: “Interactive marketer (and maker) of movies”. Although the bio may be short, his experience certainly is not. Dan has recently left Picture Production Company (PPC), where he led an award-winning interactive team producing some of the most innovative online marketing campaigns of recent times. In previous Labs posts we looked in more depth at the work they produced for Watchmen last year here and for Iron Man 2 here.

    Working primarily on blockbuster movie releases, PPC Interactive has produced a variety of transmedia marketing materials serving to promote and extend the narrative of the story beyond traditional media. Those who know Dan will know he can talk for Earth about any topic he’s passionate about. We’ve split the interview up across 3 different blog posts which we will publish across three consecutive days. We spoke to Dan about his thoughts on engaging online communities, his extensive knowledge of transmedia entertainment, and the potential role for brands in this space.

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  • A perfect storm: the social web, storytellers and brands

    13th July 10

    Posted by Mel Exon

    Posted in Brands, storytelling

    Entertainment brands.. showing us how transmedia is done

    Last week was Pixel Lab, Power to the Pixel‘s (@powertothepixel) cross-media workshop.

    I joined a group of tutors and producers, half with film/transmedia projects in development, half not, from around the world for the latter half of their week away in Wales.

    By way of introduction, Power to the Pixel are an organisation dedicated to supporting film and the wider media in its transition to a digital age. Ben and I are both lucky to be on their Advisory board.

    My brief was to shed some light on brands and cross-platform/transmedia storytelling, which, if I am honest, initially felt a little awkward. Brands and agencies may be embracing cross-platform creativity and integration per se, but true transmedia… not so much. The likes of Campfire with their Frenzied Waters work for the Discovery Channel’s Shark Week last year, Audi Art of the Heist and – back in the day – Beta 7 for Sega; as well as Ivan Askwith at Big Spaceship (who was generous and interested enough to chew the fat with me late one evening) are two, honourable exceptions.

    With this in mind, my presentation focused primarily on what brands and their agencies are learning about integration, interaction and new partnerships in the hypersocial environment we find ourselves in. I also attempted to explain why brands may be reticent about taking a step further into building deep, immersive, narrative worlds.  Along the way, telling the story of a (failed) BBH Labs joint venture and what we took from it… and finally, ending with a proposal.

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  • “BIG BANG BIG BOOM: an unscientific point of view on the beginning & evolution of life … & how it could probably end.”

    7th July 10

    Everything about this is excellent. And it just gets bigger & better . . .

    BIG BANG BIG BOOM – the new wall-painted animation by BLU from blu on Vimeo.

    direction and animation by BLU
    production and distribution by ARTSH.it
    sountrack by ANDREA MARTIGNONI

  • ‘Summer Hours’, a short film about warm sun, cool water & a few mosquitoes, by Jeff Scher

    6th July 10

    Posted by Ben Malbon

    Posted in Uncategorized

    “Do what we can, summer will have its flies:

    if we walk in the woods, we must feed mosquitoes:

    if we go a-fishing, we must expect a wet coat.”

    — Ralph Waldo Emerson

    I was lucky enough to meet Jeff Scher this weekend, a ridiculously talented & leftfield painter, animator and experimental film maker from DUMBO, in Brooklyn. Jeff’s works are in MoMA, and have been screened at film festivals around the world. He also teaches xhamster at the School of Visual Arts and at N.Y.U. Tisch School of the Arts. I knew we were going to get on when – within 10 seconds of meeting, literally – he was walking me through his top 10 photography apps for the iPhone. I had no idea my collection of apps was so conservative. (One ‘app’ consisted entirely of wobbling the iPhone violently during the shot, creating a weird kind of trippy effect as the camera’s software corrects for the distortion – try it; it’s cool how the iPhone tries to make sense of it).

    A selection of his films, “The Best of Times,” was just published as an iPhone and iPad app.

    Anyway, take a look at this, below. It’s beautiful, emotive and perfectly captures the magic of my favourite time of year: summer. More details about the film, in Jeff’s own words (as originally published in the NYT) are below the film on the NYT site. (click to play). Music is by Shay Lynch.

    Take a look at all Jeff’s work – http://fezfilms.net/

    This is one of my favourites of his previous films, ‘L’eau Life’.

    YouTube Preview Image

    And if you’re into it and want to find out more about Jeff, here’s a 5 minute documentary piece on YouTube.

    YouTube Preview Image

  • Agency, does your client need you?

    2nd July 10

    Posted by Mel Exon

    Posted in Brands, business models

    Yesterday I was invited along to Curious 01 in London. Any event with ‘curious’ in the title sounds like it might be interesting and this was. Curated by Paul Bay, a group of good & nice people turned up, including John Grant, Neil Perkin, Jon Bains, Alex Bedoya from Hyper Island and many more. Whilst the session covered a number of topics, the conversation centred around the question: what should a brand team look like in future? A subject close to our hearts here at Labs, see related posts here and here. Paul also decided to spice things up by asking a couple of us to ‘bring a provocation’… hard to resist.

    There were a ton of good ideas (others) and some a little more loony (mine). For what it’s worth I’m sharing my provocation here because, as always, we’re interested in hearing what others think. A round-up of the rest of the day will be shared soon.

    In a nutshell, my provocation began with the question: if clients only pay for the things they can’t do themselves, what does that mean when we work in a real-time, social web world?

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  • What Not To Wear: The Six Items Or Less Project

    18th June 10

    Posted by Mel Exon

    Posted in creativity, culture

    Author: Heidi Hackemer (@uberblond), Planning Director, BBH New York


    What do our clothes say about us? Why do spend so much time on what we wear? What happens when we don’t?

    Starting Monday, June 21st, a group of people from California to Dubai are going to take part in a little experiment: each participant gets to choose six (and only six) items of clothing and pledge to wear only these six items of clothing for a month. They’ll share their experiences via a group blog throughout the course of the month.

    People have asked what the philosophy is behind the experiment and most assume it’s a statement about consumerism. In reality, we haven’t dictated a driving thought. Rather it’s about putting a challenge out there and seeing what people bring to it and do with it. Even in this pre-experiment era it’s turning out to be a nice brief: tight enough that there are walls and consistency, loose enough that the output will be varied and ripe for discussion.

    To understand what people are bringing to the table, the one question we ask at sign up is “why”? So far, the primary motivation falls into one of four camps:

    1) anti-consumerism

    2) the mental freedom that comes with a uniform

    3) creativity (“let’s see how inventive I can be with this limitation”)

    4) masochism


    There are a few things that we’re really liking about this experiment that will hopefully make us smarter about people and communities down the road:

    1) The experiment itself. We’re deadly curious to see how the month will go and what it will unveil about the participants and their relationship to their clothes.

    2) The speed at which it went from a little idea amongst two friends (myself and my former colleague at Fallon London, Tamsin Davies) to an idea that has been embraced by people globally and how digital tools are allowing to manage and keep pace with the spread.

    3) The fact that this isn’t about an agency or a brand, but rather it’s first and foremost about collaboration with a community of curious people. The experiment has grown and breathes with that community and if we can help it continue to do so, should be quite interesting. That being said, in true spirit hd porno of BETA we’re the midst of updating the blog so it can handle a larger community (should be ready by Saturday) and also looking to add in some data capture and perhaps a sponsorship mechanism into the site experience.

    It starts Monday the 21st – brave enough to give it a shot? You have until Sunday to sign up, details are here.

    If not, please still let us know what you think about the project here and follow along @sixitemsorless or sixitemsorless.wordpress.com.


  • Are You Ready to Form Voltron? On The Value of ‘T-shaped’ People

    9th June 10

    Posted by Ben Malbon

    Posted in Uncategorized


    This week is Internet Week in New York.

    On Tuesday, Boulder Digital Works (I’m lucky enough to be on the Advisory Board there) hosted an evening at the Art Director’s Club called ‘Evolve!’ at which they launched their neat new website (created by Modernista!) – take a look at: http://bdw.colorado.edu/, it’s very cool. There were a number of short presentations from some BDW board members, including Scott Witt (just recently moved to a new role as Creative Director at Apple), Shane Steele (just recently moved to be be VP Global B2B Marketing at Yahoo!) & Scott Prindle, Technical Director at CPB in Boulder. I tagged along and got my ten minute slot.

    I thought I’d use it to highlight why we need places like Boulder Digital Works in the first place. In short, to produce a new breed of hybrid creative; what we call ‘T-shaped people’ – awesome in (at least) one area, plus highly collaborative and at least literate in many other things. So blending both the right skills and the right attitude. Far too often the latter – an appetite for all things open and collaborative, a readiness to leave ego at the door  - is sacrificed at the expense (frequently, the *great* expense) of simply importing people with new skills.

    In addition to sketching out why these hybrid people are so important in creating new forms of creative product, I briefly touch upon the importance of the hd sex agency implementing the right kind of ’operating system’ (the processes, values and culture within a company) if the fancy new ’software’ is going to run smoothly. If the operating system is outdated, even the most impressive software is redundant. I show, in one slide, an overview of how BBH in New York is approaching the re-engineering of it’s OS.

    Would love to know what you think, and what your experiences are of finding, working with, managing and retaining T-shaped people. The future surely belongs to them.

    For best viewing view on slideshare (this link takes you right there), where you can see embedded film & speaker notes; I have added the latter into the first comment there.

    Are You Ready to Form Voltron? (June 2010)

    View more presentations from Ben Malbon.
    Footnote: Coincidentally, Mattel announced this week that Voltron is going to be relaunched, with a new TV series and toy line planned. Here’s the opening of Voltron, which gives newbies a little background.
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