Dan Light « BBH Labs
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Posts Tagged ‘Dan Light’

  • Interview with Dan Light, Part III: The role for brands in transmedia

    16th July 10

    Posted by Mel Exon

    Posted in creativity, storytelling

    Author: Ben Shaw, Strategist, BBH London

    http://www.iamironman2.com/home/

    In the last of our blog posts with Dan Light we’ve saved the trickiest questions for last. What, if any, are the roles for brands in these transmedia extensions of the narrative? Can it ever get deeper than product placement and, if so, can brands ever make a legitimate contribution to the storytelling experience?

    In the past decade we’ve seen that the music industry had to get screwed before it would change, the newspaper industry is struggling and the film industry is being forced to reinvent itself. Can entertainment industries transform themselves? Where do you see the film industry going?

    I think the film industry is going to polarise. I think you’re going to have your Avatars – they will be big 3D events that will be 15-year projects and will command bigger and bigger sums of money.

    At the other end will be the classic independent films, built around a good story but also written from the ground up, with a view to all the ways in which that story can be told, developed and audiences be found.

    So brands need to find new ways to engage audiences and clearly sponsorship of this kind of content is a legitimate path, albeit it represents a fairly transactional relationship with the producer. Is this how you see the role of brands developing?

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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

    http://www.vimeo.com/11229983

    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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