when fiction bleeds (2013) simon pont
DESCRIPTION
Simon Pont's opening keynote at Meg13, Gothenburg, on March 7th 2013. Over the last few years, 'story' has become an increasingly fashionable reference point within marketing circles. Until recently it has been a case of more said than better told. But story-tellers and brand-builders are now getting into their Transmedia stride. They are picking up the gauntlet of theory, and they are crashing it into the jaw of our imagination, The digital age is giving us new means by which to create fiction, and to bleed that fiction into our everyday. Filmed by SVT.TRANSCRIPT
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When Fiction Bleeds
Simon Pont March 7th, 2013
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Fact
Fiction
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“”
All our separate fictions add up to joint reality.
Stanislaw Lec, Poet & Aphorist Unkempt Thoughts (1962)
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“”
Imagined Communities
Benedict Anderson (b.1936), Political theorist
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“DIGITAL” IS TRANSFORMING HOW WE INTERACT WITH THE PHYSICAL WORLD
WE NOW LIVE IN A “DIGITAL STATE”, A “NEW REALITY”
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STOP ADVERTISING
Simon Pont When Fiction Bleeds
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to “advertise” - verbto call attention to something, in a boastful or ostentatious manner,in a public medium to induce people to buy
BY DEFINITION...
Simon Pont When Fiction Bleeds
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“Never under-est...”
Canal+
(2009)
76”
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ACT I
This is Nothing NewMyths & Brand Examples
ACT III
This is Very NewDigital Story-telling
ACT II
This is About Our Inner SuperheroAd Archetypes & Personal Narratives
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ACT I
This is Nothing NewMyths & Brand Examples
ACT III
This is Very NewDigital Story-telling
ACT II
This is About Our Inner SuperheroAd Archetypes & Personal Narratives
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MythsMorality Source Codes
Icarus
Sisyphus
Prometheus
Pandora
Moses
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“
”
...to know the best that is known and thought in the world, and by MAKING THIS KNOWN, to create TRUE and FRESH IDEAS.
Matthew Arnold (1822–1888), Poet, Culture & Anarchy
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Star Charts Orion’s Belt
BRANDS SHAPE THEMSELVES FROM A CONSTELLATION OF REFERENCE POINTS
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One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order.
You couldn’t dream of a more appropriate logo:
lust, knowledge, hope, and anarchy.
Jean Louis Gassée, Former Apple executive
“
”
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There were a lot of different colour iterations. We ended up with the primary colours, but instead of having the pattern go in order, we put a secondary colour on the L, which brought back the idea that Google doesn't follow the rules.
Ruth Kedar, Google
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“”
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Phaeton & his Dad’s Sun-Chariot
Simon Pont When Fiction Bleeds
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ACT I
This is Nothing NewMyths & Brand Examples
ACT III
This is Very NewDigital Story-telling
ACT II
This is About Our Inner SuperheroAd Archetypes & Personal Narratives
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“How could I know that?”
The Bourne Identity (2002)
82”
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An egocentrism normally exhibited during early adolescence;an over-differentiating of one's experiences and feelings from others to the point of assuming those experiences are unique.
A person might believe that he is the only one who can experience whatever feelings of joy, horror, misery, or confusion he might encounter.
THE PERSONAL FABLE (DAVID ELKIND, 1967)
Simon Pont When Fiction Bleeds
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Ford Focus: ‘Superhero’
Ogilvy (2006)
40”
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MALE ARCHETYPES: RUGGED, SMOOTH, GOOD IN TURTLE NECKS
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...AND THE KNOWING REALITY
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Unlock The 007 In You
Coke Zero
Publicis (2012)
60”
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Bob Peak, “The Father of Modern Movie Posters”
The contemporary illustrator is an artist when he solves the problem of his client.
(The problem) breeds a unique kind of artist:
When you turn the page it's all over.
Simon Pont When Fiction Bleeds
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“
”
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The Getaway (1972)
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Winston Cigarettes (1969) by Bob Peak OHMSS (1969)
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Diners Club Guy (1962) by Bob Peak
Ocean’s 11 (1960)
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Jude Law as
“Dunhill Guy”
DunhillSS 2009
campaign
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It's not just a useful or beautiful or functional object - it's got some little nod to who we're pretending to be when we're using it... for the IMAGINARY ME.
Russell Davies, Creative Lead, GDS
THE PRETENDING LAYER
2008 TVC screen-grab, “Gamma” for Apple iPod+iTunes (2008).
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“
”
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DIGITAL DETACHMENT:
The primary urge to Document & Share, to the sacrifice of ever being openly “In-the-Moment”.
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Source: The Better Mousetrap (2012), Simon Pont
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Black-currant Tango
“St George”
90”
HHCL
(1997)
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ACT I
This is Nothing NewMyths & Brand Examples
ACT III
This is Very NewDigital Story-telling
ACT II
This is About Our Inner SuperheroAd Archetypes & Personal Narratives
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ON APRIL 6TH, 2010...
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“Transmedia Producer”
added to the Producers Code of Credits.
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Storytelling across multiple forms of media – with each element making distinctive contributions to a fan's understanding of the STORY WORLD.
By using different media formats, transmedia creates “ENTRYPOINTS" through which consumers can become immersed.
TRANSMEDIA STORYTELLING
Henry Jenkins, Convergence Culture, 2006.
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“
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Toy
Tantalise
Tease
Feed
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The Monster
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JAWS (1975)
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Robert Shaw & shark
“It made me become more like Alfred Hitchcock: to tease, to make a the-less-you-see-the-more-you-get thriller.”
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Transmedia teaser (2009)
Location: West Hollywood, Los Angeles
DISTRICT 9: BUS BENCHES
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Transmedia teaser (2011)
Location: Bakerloo line, London
LIMITLESS: UNDERGROUND TUBE CARDS
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DARK KNIGHT RISES: A 12-MONTH TEASER RUNWAY
49
Teaser Trailer – uploaded July 18
1min 20”: Less than 30” of actual fresh footage.
Teaser Poster
Web site.
Started shooting May 19, 2011. May 20 viral release of Bane pic via Twitter #tag TheFireRises.Release date:“Summer 2012”.A 12-month runway.
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PROMETHEUS (2012): VIRAL FILMS X3
Viral 2 (April):“Happy Birthday David”
Viral 3 (May):“Quiet
Eye”
Viral 1 (Feb):Peter Weyland at TED 2023
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THEN:Conventional Story-telling
NOW:Digital Story-telling
Source: Digital State (2013), Simon Pont
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Nick Jojola's Extreme Sports Skydiving Docu.
HTC
60”
(2012)
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Mariana Trench
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When Fiction Bleeds
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ABOUT SIMON PONT
SIMON PONT is a writer, commentator and brand-
builder.
His agency career includes being part of Saatchi &
Saatchi and Naked Communications, the pioneers of
Communications Planning. Hollywood movie studios,
Icelandic investment banks, British chocolate bars
and Middle Eastern airlines figure amongst his time
on the inside of Adland. He is Chief Strategy Officer
at agency network Vizeum, and an EACA Effies judge.
Simon Pont is the author of non-fiction titles ‘The Better Mousetrap: Brand Invention in a
Media Democracy’ and ‘Digital State’, and ‘Remember to Breathe’, a novel.
Say hello at: www.simonpont.com