transVergence summit
Where technology, brand and story converge.
show guide AUGUST 7-8. 2013 THE W HOLLYWOOD createasphere.com
Be part of an exciting new UX project...
The TransVergence
The essential online resource for transmedia and cross platform professionals The Transmedia Coalition brings together a diverse group of expert contributors who actively participate in the creation of — or observe trends in — the fields of transmedia, cross platform, branded content and new emerging technologies. Visit the Coalition for vital information, instruction and opinion about these new ways of storytelling and marketing! Join the conversation!
www.transmediacoalition.com
MATRIX
AN OPEN SOURCE GUIDE TO THE EVOLVING TRANSMEDIA ECOSYSTEM Access it now at www.createasphere.com/thematrix
SCREEN INTERNATIONAL IS THE NUMbER ONE bRAND FOR INTERNATIONAL COVERAgE î Read in more than 70 countries each month in printed format î Online daily news with ScreenDaily.com î Screen provides indispensable tools for those who recognise the massive potential of the global marketplace. î Providing authoritative, insightful content, plus breaking news as it happens î Offering unparalleled influence around markets, festivals & awards season î Supplying daily access to key decision makers, influencers and financiers throughout the year
Contact Nigel Daly - VP business Development Tel+ 323 654 2301 or nigeldalymail@gmail.com
SCREEN INTERNATIONAL
reaches 33,000 readers in print each month & 63,000 registered users online each day.
THE TRUE INTERNATIONAL VOICE OF THE FILM INDUSTRY 2
welcome Createasphere is proud to present the inaugural TransVergence Summit in legendary Hollywood, California. The next two days will provide you with the opportunity to collaborate and discuss the newest developments and challenges in the ever-evolving worlds of transmedia, cross platform, branded content and the latest immersive techniques to engage audiences and fans. Here, you’ll participate in thought-provoking discussions and networking sessions that allow valuable information exchange and brainstorming with industry experts as well as your peers. You’ll also get a look at the tools and technologies that help facilitate these new ways of communicating and storytelling. Make sure to check out the 24-Hour Story Hackathon, where you can experience transmedia narratives being created in real time. You’ll find the Hackathon Room past the registration desk — just follow the signs. Also make sure to attend the high-level keynotes we have scheduled throughout the two days: Will Wright (“The Sims”) and Juan Pablo Gnecco (Samsung) on Wednesday and Adam Besserman (Yahoo!) on Thursday. And remember to visit our recently launched online resource, Transmedia Coalition (www.transmediacoalition.com), which is accessible 24/7 to provide you with the latest news and expert opinions in the space. Finally, check out the TransVergence Matrix, a revolutionary, open source guide to the transmedia ecosystem. It can be accessed at www.createasphere.com/thematrix. As always, Createasphere is dedicated to connecting the entertainment and technology communities with the best and brightest in the field, and we strongly feel that we’ve achieved it here. We look forward to hearing your impressions of this exciting new event. Thank you for your participation and support! Kind regards,
Kristin Petrovich Kennedy President, Createasphere
Kate McCallum Chair, TransVergence Summit Managing Editor, TransmediaCoalition.com
Get social at the Summit!
Join us on social media for all the up-to-the-minute Summit events and highlights. Use the hashtag #transvergencesummit. Keep your finger on the pulse with the hottest buzz on sessions, exhibitors and general Summit news! 3
schedule
wednesday, august 7 THEATER I
THEATER II
7:30 AM-8:00 AM
Pre-Seminar Registration Open
8:00 AM-9:15 AM
Add-On Seminar: Getting Started with the Active Story System
9:00 AM-9:30 AM
Registration Open; Coffee
9:30 AM-10:15 AM
KEYNOTE: Will Wright
10:15 AM-10:30 AM
Networking Break and Visit Exhibits
10:30 AM-11:30 AM
The Future of Content — Transmedia and Cross Platform Storytelling
11:30 AM-12:00 PM
Networking and Coffee Break
12:00 PM-1:00 PM
Branded Content and Entertainment
1:00 PM-2:15 PM
Lunch, Tabletop Discussions and Visit Exhibits • Transmedia Creation • Audience Engagement • Second Screen • Branded Content • Games • Disruptive Technologies • Over the Top TV • New Technologies
2:30 PM-3:15 PM
It Starts with Story
3:15 PM-3:30 PM
Networking Break and Visit Exhibits
3:30 PM-4:15 PM
CASE STUDY: “America’s Funniest Home Videos”
4:15 PM-4:30 PM
Networking Break
4:30 PM-5:15 PM
KEYNOTE: Juan Pablo Gnecco
5:15 PM-5:30 PM
Story Hackathon
5:30 PM-7:00 PM
Cocktails with Exhibitors and Sponsors Special welcome to Transmedia LA and Transmedia SF
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Add-On Seminar: The Cognitive Psychology of Storytelling
Three Ts — Tools, Tech and Transmedia
CASE STUDY: From Print to Digital
schedule
thursday, august 8 THEATER I 8:00 AM
Pre-Conference Registration Open
8:30 AM-9:45 AM
Add-On Seminar: Initiating Transmedia Storytelling Within Your Organization
9:30 AM-10:00 AM
Registration Open; Coffee
10:00 AM-10:45 AM
KEYNOTE: Adam Besserman
10:45 AM-11:00 AM
Networking and Visit Exhibits
11:00 AM-12:00 PM
Producers Guild — The Transmedia Producer
THEATER II Add-On Seminar: The Art of Creating a Robust Storyworld
Engaging Audiences with Live Video Streaming (1/2 hour)
CASE STUDY: “This vs That” DIY From Concept to Screen to the World (1/2 hour) 12:00 PM-1:00 PM
Lunch and Visit Exhibits
1:15 PM-2:30 PM
Story Hackathon LA Presentation
2:30 PM-3:00 PM
Networking and Coffee Break
3:00 PM-4:00 PM
Show Me the Money
4:00 PM-4:15 PM
Networking Break
4:15 PM-4:45 PM
Story Hackathon Winner Announcement and Award Ceremony
4:45 PM- 5:45 PM
The Future at Hand — Emerging Technologies and the Future of Content
5:45 PM-6:00 PM
Closing Remarks
From Games to Gamification
TV’s Future: Second Screen, Smart TV, Over the Top TV and Beyond…?
SPECIAL THANKS TO OUR SPONSORS
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wednesday, august 7 8:00 am-9:15 am Add-On Seminar: Getting Started with the Active Story System Theater I “What is necessary for successful transmedia strategy planning? This seminar offers a fundamental overview of the key components of transmedia strategy and what you need to know to launch a storyworld or brand across multiple platforms. Participants will learn: • Transmedia methodology • How to evaluate and apply a transmedia strategy to their company’s existing initiatives • Tips for creating an effective storyworld or brand bible • Assessing platform options and roll-out strategies • How to Identify and engage an audience, fans and customers Presenter: Robert Pratten, Transmedia Storyteller Ltd Cost: $49 8:00 am-9:15 am Add-On Seminar: The Cognitive Psychology of Storytelling — How to Create Effective Brand Narratives That Traverse All Media Platforms Theater II Storytelling has been the way in which we communicated and created culture since the dawn of humanity. But applying storytelling to brands is the latest frontier in effective communication in today’s emerging new media environments. Here author, marketing consultant and former ad executive Douglas Van Praet will take you through a step-by-step process to find and craft a brand story that will move people at the deepest, most fundamental and meaningful levels. Drawing upon the principles of his recent book, Unconscious Branding, as well as practical experience using stories to build brands, he’ll show you how to create a coherent brand narrative that transcends multiple platforms in complementary ways. You will learn 7 key steps to effective stories that leverages how the mind processes information to make decisions:
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• Pattern Interruption • Comfort Building • Leading the Imagination • Shifting Feelings • Satisfying the Critical Mind • Changing Associations • Motivating Action Presenter: Douglas Van Praet, “Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing,” Contributing Writer, FAST COMPANY Cost: $49 9:30 am-10:15 am KEYNOTE: Will Wright Theater I Award-winning game designer and Inventor Will Wright will provide insights into his own creative process, an overview of his experiences creating such innovative games as the Sims, Spore and the TV series ”Bar Karma,” as well as his perspectives on the future of story and design. 10:30 am-11:30 am The Future of Content — Transmedia and Cross Platform Storytelling Theater I How are emerging technologies and innovations in digital media, from the web to 3D to mobile and social media, changing the way we tell stories that are not confined to a single narrative medium but told across a variety of platforms? A diverse panel of industry leaders will kick off the summit with their perspectives on transmedia, cross platform storytelling, audience engagement, storyworlds and franchises. This introduction will provide an overview of current trends in the creation of all media content today. Panelists: Brian Seth Hurst, The Opportunity Management Company, Inc. Pablo Frasconi, USC School of Cinema Kathy Franklin, Lightstorm Entertainment Zak Kadison, Blacklight Transmedia Alex McDowell, 5D Moderator: Alex Ben Block, Hollywood Reporter
12:00 pm-1:00 pm Branded Content and Entertainment — the Art of Integrating Story and Brands Theater I From ads to stories, from social media to live events, the advertising and marketing worlds are changing at a rapid pace, merging Hollywood, Madison Avenue and Silicon Valley into collaborative hot spots. With more and more brands affiliating with or producing original content, technology is changing the way we experience this new marketing. Join a panel of experts who will provide examples and discourse on the merger of storytelling, marketing and consumer engagement and discuss the latest trends in branded content, branded entertainment, marketing and sponsored content. Panelists: Douglas Van Praet, “Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing” Jeremiah Rosen, Campfire Todd Hunter, Creative Artists Agency Avi Savar, Big Fuel Moderator: Philip Alberstat, Creative Media Company 12:00 pm-1:00 pm Three Ts — Tools, Tech and Transmedia Theater II In the increasingly evolving worlds of storytelling and brand marketing, technology plays a leading role. Creatives and brand managers alike are on a quest for understanding the best use of tools and technologies to aid in the creation and distribution of content, engage audiences, fans and customers and – most importantly – drive profits. Hear from a panel of innovators who discuss and demonstrate the best tools available to maximize ROI. Panelists: Ed Durst, OpenText Harold Geller, Ad-ID Mike Taylor, Maglabs Paul Cleveland, clickXchange Kelli Richards, The All Access Group LLC Moderator: Chris Pfaff, Producers Guild of America New Media Council East; Chris Pfaff Tech/Media LLC
1:00 pm-2:15 pm Lunchtime Table Topic Discussions Great Room One • Transmedia Creation • Audience Engagement • Second Screen • Branded Content • Games • Disruptive Technologies • Over the Top TV • New Technologies 2:30 pm - 3:15 pm It Starts With Story Theater I What does it take to create a great story in the expanding, merging worlds of digital and new media? What makes a storyworld different than a story? In this session, top Hollywood writers and showrunners will share their on-the-ground experiences working in transmedia storytelling across multiple platforms. Discover all the new opportunities that exist for writers and creators in today’s emerging media landscape. Panelists: Annie Wood, “Karma’s a B*tch” John Cabrera, “H+: The Digital Series” Rich Silverman, “Heroes Evolutions” Tim O’Donnell, “4 to 9ers” Jay Bushman, “The Lizzie Bennet Diaries” Moderator: Patric M. Verrone, “Futurama” 3:30 pm-4:15 pm CASE STUDY: “America’s Funniest Home Videos” from Classic to Contemporary Theater I Anatomy of a Hit Extended and Repurposed! Fishbowl Worldwide Media’s (co-founded by Vin Di Bona) David Beebe will share his perspective on the evolution of digital technology and its positive effect on the creation of TV content by tracing the history of this great American classic, one of the world’s first interactive TV series. He’ll also share the development tactics the company has used to repurpose the vast AFHV library to create exciting new programming. Presenter: David Beebe, Digital Studio at FishBowl Worldwide Media/Vin Di Bona Productions
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3:30 pm-4:15 pm CASE STUDY: From Print to Digital: Publishing’s Evolving Story in the World of Childrens’ Content Theater II From book to ebook to app and reader, how has traditional children’s publishing evolved into the digital content space? Where are we headed with children’s content, storytelling and publishing in general? Publishing veteran Rick Richter will share his perspective from his experiences as President and Publisher of the Simon & Schuster Children’s Division as well as CEO, President and Chairman of an exciting new digital media publishing company that specializes in children’s product. Presenter: Rick Richter, Ruckus Media Group Moderator: Alison Norrington, storycentralLABS 4:30 pm-5:15 pm KEYNOTE — Juan Pablo Gnecco Theater I The rise of technological innovation has directly effected the rise of narrative innovation and has catalyzed new ways for content creators and storytellers to share their stories across multiple screens and platforms. Hear from Juan Pablo Gnecco, Senior Director of Multi-Screen Innovation at Samsung, who will share his perspectives on what exciting new technologies and inventions are arriving on the media landscape that will further empower the art of cross platform and transmedia storytelling. 5:15 pm-5:30 pm Story Hackathon Introduction Theater I As technology continues to infiltrate our lives — the way we interact, how we see and experience the digital world — the means and methods of storytelling continue to evolve. As a result, storytellers who can effectively harness these new technologies to develop a cohesive narrative across multiple platforms are desirable in today’s entertainment marketplace. The Story Hackathon, co-located with the Summit, is all about discovering these up-and-coming talents and giving them an opportunity to demonstrate their skills. Five teams of four “hackers,” selected from hundreds of online submissions, will have 24 hours to experiment and explore the intersection of storytelling and
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technology by designing a cohesive narrative spanning three or more technological platforms and executing a single one. Team IndigoInk: Niki Williams Moni Boyce Ian Thomas Kagihara Conrad Ottey Team Marching Penguin: Jordi Matsumoto Cassandra Nguyen Andrew Promey Stan Dyro Team Chain Reactorz: Kate Fitzpatrick Jonathan Stahl Daniel Brothers Julian Colberg Team Pop Architects: Christina Parish Michael J Lambie Roxanne Berardinelli Miles Maker Team Immerverse: April Wade Juan Manuel-Rocha Spence Griffeth Jon Merchen All teams will present their work to Summit attendees on Thursday, who will then vote for the winning team. The winners will be awarded at the conclusion of the Summit. Mike Knowlton, Producer of the Hackathon will introduce the participating teams and review the rules of the Story Hackathon. Mentors Include: Michael Ludden (Samsung); Rick Loverd (National Academy of Sciences); Dr. Randii R. Wessen (JPL Innovation Foundry); Ricardo Gil da Costa, PhD (Salk Institute); Behnam Karbassi (No Mimes Media); Robert Pratten (Transmedia Storyteller Ltd.); Karim Ahmad/Michella Rivera-Gravage (ITVS); and Eric Galen (Hertz, Lichtenstein and Young LLP). Story Hackathon Supporting Partners: Maya Zuckerman and Beth Rogozinski (Transmedia San Francisco), Hal Hefner and Emmet Furey (Transmedia Los Angeles). Presenter: Mike Knowlton, StoryCode
thursday, august 8 8:30 am-9:45 am Initiating Transmedia Storytelling Within Your Organization Theater I Transmedia storytelling is a powerful way to engage audiences and share meaningful brand stories. Many organizations effectively use transmedia story telling with consumers but miss the many opportunities to leverage the concept internally with their teams. This seminar will explore how the same activities that work with external consumer audiences can be applied inside the organization to ignite the passion of your team and empower them with stories to share with customers. You’ll learn: • How to bring stories alive inside your organization using technology you most likely already have • How to create a connection between stories and the retail experience • How leading brands are using storytelling to empower and engage their teams
10:00 am-10:45 am KEYNOTE — Adam Besserman Theater I As Director of West Coast Development for Yahoo!, Adam will delineate what Yahoo! looks for when developing and buying original content, preview Yahoo!’s fall comedy line-up and describe some of the lessons learned during the development and production process. He’ll also offer his thoughts about the future of entertainment and how he sees story and technology continuing to converge.
Presenter: Kurt Kennedy, Kennedy Communications Global Cost: $49.00
Panelists: Alison Savitch, Former Chair, PGA NMC Behnam Karbassi, No Mimes Media Bernie Su, “The Lizzie Bennet Diaries” Mauricio Mota, The Alchemists Michael Bellavia, Chair, PGA NMC, Animax Moderator: Christopher J. Powers, Disney/ ABC Digital Media Studio, PGA NMC
8:30 am-9:45 am The Art of Creating a Robust Storyworld Theater II The way people consume entertainment and purchase products have changed and content creators are being forced to adapt to an everchanging cultural landscape. Drawing from his soon-to-be released transmedia design book, ”Make Your Story Really Stinkin’ Big,” Houston Howard will introduce any content creator to a fresh and innovative approach on how to creatively develop their stories in a way that will allow them to grow from concept to franchise while also leveraging a variety of media platforms and building a community of brand evangelists. Presenter: Houston Howard, One 3 Productions Cost: $49.00
11:00 am -12:00 pm Producers Guild — The Transmedia Producer Theater I The Transmedia Producer is recognized as a legitimate credit by the Producers Guild of America. Hear from top new media producers and creators working in the field today whose contributions add incredible new dimensions to storytelling and audience engagement.
11:00 am-11:30 am Engaging Audiences with Live Video Streaming Theater II Live video streaming has become a powerful new tool for brands and services to connect with audiences. Consider that the Sony PS4 announcement drew over 8 million viewers. And Martha Stewart created a live streaming painting infomercial that increased walk-in traffic to brick and mortar buildings to purchase products by 38%. Discover how other innovative companies are using live video streaming to engage B2B and B2C audiences. Learn the top 5 must have’s for live video streaming. Presenter: Chris Blocker, UStream Moderator: Kristin Petrovich Kennedy, Createasphere
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11:30 am-12:00 pm CASE STUDY: “This vs. That”: DIY from Concept to Screen to the World Theater II This vs. That is an HD Video series produced by industry veterans. It stars TV professionals Brad Sherwood, Chris Tallman and Mark DeCarlo and features leading scientists, doctors and experts. It’s as dynamic and high-end as any show you’ll see on National Geographic or Discovery, yet it was entirely written, produced and edited from Jon Hotchkiss’ home garage in Sherman Oaks, CA. This is game-changing news for content creators who yearn for creative control over their work and viewers hungry for unique, single vision stories and other progressive content that isn’t being addressed by Broadcast or Cable TV. Presenter: Jon Hotchkiss, EP, Director and Writer, This vs. That 1:15 pm-2:30 pm Story Hackathon LA Presentation Theater I New Tech/New Talent in action. Five teams of competing story hackers present one of the three platforms they were required to create in 24 hours. Upon completion of the presentations, audience members will vote for the winning teams. 1:15 pm-2:30 pm From Games to Gamification Theater II The videogame industry has given birth to vast storyworlds that are sending shockwaves through today’s media landscape with their unprecedented immersion and transmedia extensions. In this session, you’ll hear from the creatives who design these storyworlds as well as those who apply gamification to engage audiences across multiple screens and platforms. Panelists: Flint Dille, G.I. Joe Josh Sawyer, Obsidian Entertainment Lenny Brown, Transmedia Consultant Lydia Antonini, Xbox Entertainment Studios Stewart Hendler, “Halo: Forward Unto Dawn” Moderator: James Waugh, Blizzard Entertainment, Inc.
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3:00 pm-4:00 pm Show Me the Money Theater I As the landscape of content, distribution and audience and customer viewing habits continues to shift rapidly, the biggest questions facing today’s professional are — where’s the money for content and what can I expect from my investment in transmedia and cross platform campaigns? This panel of experts will share their perspectives on new financial opportunities arising; the challenges and successes of transmedia; and where they feel the growth in the industry is headed. Panelists: Eric F. Galen, Hertz Lichtenstein & Young LLP Jim Stewartson, RIDES.tv, Inc. Mariana Danilovic, hollywood portfolio Bruce Long, New Antics LLC Jason Yeh, Greycroft Partners Moderator: Nick DeMartino, Nick DeMartino Consulting 3:00 pm-4:00 pm TV’s Future: Second Screen, Smart TV, Over the Top TV and Beyond…? Theater II This session addresses the impact of “digital ecosystems” through which audiences share and view content on a multitude of interconnected devices. These ecosystems are accelerating the ability for consumers to discover, choose and enjoy media, while media and entertainment companies are bundling and marketing their products and services for these new platforms and transmedia experiences. Learn the latest about what’s happening in the worlds of set-top TV, pads, web and mobile and how they can be utilized to reach your audiences in unique and exciting new ways. Panelists: Cathy Fischer, ITVS Interactive Hardie Tankersley, Fox Broadcasting Company Keyvan Peymani, ICM Partners Ron Bloom, BiteSize Entertainment and MEVIO Moderator: Stuart Volkow, VentureDNA, L6R
4:15 pm-4:45 pm Hackathon Winner Announcement Theater I
riences will enhance your ability to innovate, create branded content and engage bigger audiences and more fans.
4:45 pm-5:45 pm THE FUTURE AT HAND — Emerging Platforms and the Future of Content Theater I Innovative creatives at the cutting-edge of technology will present the latest trends at the edge of storytelling, branded content and experiential marketing, from augmented reality in sports and gaming to 4D, avatars, virtual reality, machinima, fulldome immersive, holography, personalized media and more. Discover how these new technologies and story expe-
Panelists: Michael Ludden, Samsung Developers Brian Selzer, Ogmento, Inc. Nanea Reeves, Machinima Ed Lantz, Vortex Immersion Media, Inc., IMERSA.org Kip Haynes, All These Worlds LLC Moderator: Lori H. Schwartz, World of Schwartz 5:45 pm-6:00 pm Closing Remarks
floorplan
COFFEE
BALCONY
PUBLICATION TABLE
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BAR
THEATER ONE
BUFFET
THEATER TWO
(GREAT ROOM 2) (GREAT ROOM 3) 105
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EXHIBITOR
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Canon Open Text Shutterstock Revelens PublicityMedia.com
= lunch (1:00 pm to 2:15 pm Wednesday; 12:00 pm to 1:00 pm Thursday)
exhibitors Company
BUSINESS CENTER
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Booth #
Canon............................................................................................101 OpenText.....................................................................................102 Shutterstock...............................................................................103 Revelens.......................................................................................104 PublicityMedia.com.................................................................105
HACKATHON ROOM 1 (Studio 1)
GREEN ROOM/ SHOW OFFICE
HACKATHON ROOM 2 (Studio 2)
HACKATHON LOUNGE
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Theater I
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