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StoryScaping(tm) Short Version

  1. 1. STORYTELLING vs. STORYSCAPING GASTON LEGORBURU
  2. 2. Storytelling:" Sharing of events with words,
 images sounds,and/or experiences
 Sometimes with improvisation
 or embellishment.!
  3. 3. THE SAME story
  4. 4. STORIES are STRUCTURED. There are a few crucial elements of a story. Plot, Characters and Narrative Point of View.
  5. 5. PATTERNS help us MAKE CONNECTIONS.
  6. 6. Seven basic PLOTS Comedy TRAGEDY OVERCOMING THE MONSTER The Voyage & Return The Quest Rags to Riches! Rebirth
  7. 7. Ten emotional DESIRES 1.  T h e d e s i r e t o b e T A K E N S E R I O U S L Y 2.  T h e d e s i r e f o r “ M Y P L A C E ” 3.  T h e d e s i r e f o r S O M E T H I N G T O B E L I E V E I N 4.  T h e d e s i r e t o C O N N E C T 5.  T h e d e s i r e t o B E U S E F U L 6.  T h e d e s i r e t o B E L O N G 7.  T h e d e s i r e f o r M O R E 8.  T h e d e s i r e f o r C O N T R O L 9.  T h e d e s i r e f o r S O M E T H I N G T O H A P P E N 10.  T h e d e s i r e t o F I N D L O V E
  8. 8. STORIES are HARDWIRED into the human brain.
  9. 9. As advertisers WE LEVERAGE STORIES to drive behavior
  10. 10. SOMETIMES we ride ON THE BACK of others.
  11. 11. TOP 10 YOUTUBE videos of 2011 10. Cat mom hugs baby kitten 9. Maria Aragon "Born This Way" cover 8. THE FORCE VOLKSWAGEN COMMERCIAL 7. The Creep (featuring Nicki Minaj & John Waters) 6. Look At Me Now Cover by KarminMusic 5. Nyan Cat 4. Talking twins 3. Jack Sparrow (featuring Michael Bolton) 2. Ultimate Dog Tease 1. Friday by Rebecca Black
  12. 12. OTHER TIMES WE ARE THE CREATORS
  13. 13. It’s all STILL VERY RELEVANT but…
  14. 14.  O }-­‐<Q<=10018MTWThF   02.28.08   7 :55pm   | *   * |   Q <=   O}-­‐<   ½ ?...1/256?     O mg!   < 3   TELLING A STORY IN THE LANGUAGE OF lol!{u}(       ) 3=<“>=H 2 07xNaCl   THE AUDIENCE CAN CREATE A BOND. yllambywlaw   Q <=   “ ?”   O }-­‐<   OR THE LANGUAGE CAN BE PART OF THE STORY. ..-­‐.etc     j v*o/*   # *@%!   “ -­‐-­‐-­‐   -­‐ -­‐-­‐”   Rives, Ted talks 2008 aabb   O }-­‐<   : (|)   x Xx   } )i({   SW     . +   5 th /42 nd         o         N o.2   -­‐    } ?  
  15. 15. AND TODAY, we can take ENGAGEMENT through INTERACTION
  16. 16. Game design PRINCIPLES 1.  E a s y t o l e a r n , l i f e t i m e t o m a s t e r 2.  S i m p l e , o b v i o u s c o n t r o l s 3.  A l l o w d i s c o v e r y t h r o u g h s i m p l e e x p l o r a t i o n 4.  C l e a r , i m m e d i a t e a n d m e a n i n g f u l f e e d b a c k 5.  O f f e r s h o r t t e r m & l o n g t e r m g o a l s 6.  V a r y t h e c h a l l e n g e s s o p l a y d o e s n o t b e c o m e r o u t i n e 7.  O f f e r m o r e t h a n a h i g h s c o r e a s a r e w a r d , m a k e g a m e p l a y intrinsically rewarding & social
  17. 17. 4 players STYLES ACHIEVERS EXPLORERS SOCIALIZERS PLAYER KILLERS
  18. 18. Five experience DIMENSIONS 1.  ACCESS: the ability to reach other persons, activities, resources, services, information, or places 2.  C O N T R O L : t h e d e g r e e t o w h i c h u s e o f t h i n g s , a c t i v i t i e s , and spaces is controlled by their users 3.  F I T : t h e m a t c h b e t w e e n a p e r s o n a n d t h e i r s u r r o u n d i n g d e s i g n e d to support the activities that they will customarily engage in 4.  V I T A L I T Y : t h e t a p p i n g o f h u m a n p o w e r s : f u n c t i o n s & e m o t i o n s 5.  S E N S E : t h e a b i l i t y t o k n o w i d e n t i t y a n d p l a c e , where or when one is
  19. 19. I have a few new DIMENSIONS for you to consider
  20. 20. Five New Bits STORYSCAPING 1) The experience space 2) Find yourself an “organizing idea” Not just a big idea 3) Develop a Storyscape, not just a storyline 4) Apply structure “Systems thinking” 5) Never use a period
  21. 21. N o . 1   UNDERSTAND THE EXPERIENCE SPACE
  22. 22. ften to o o g is isin dv ert in a STORY YELLING
  23. 23. ( YOU LEARN THAN MUCH MORE FROM FROM E X P E R I E N C E S   A S T O R Y   )
  24. 24. IT’S NOT JUST THIS STUFF
  25. 25. Experience SPACE Ideas Consumers Interaction Transaction Brands Platforms
  26. 26. N o . 2   FIND YOURSELF AN ORGANIZING IDEA
  27. 27. THE EXPERIENCE IS COMPLEX, KEEP YOUR STORY SIMPLE.
  28. 28. Experience SPACE Consumer ORGANIZING IDEA Company
  29. 29. Experience SPACE ORGANIZING IDEA
  30. 30. N o . 3   STORYSCAPES
  31. 31. NOT just LINEAR
  32. 32. CREATE an IMMERSIVE environment
  33. 33. BOOKS MOVIES GAMES THEME PARK
  34. 34. DIFFERENT LEVELS OF IMMERSION
  35. 35. Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
  36. 36. N o . 4   APPLY SYSTEMS THINKING
  37. 37. THE COMMON INTERFACE OF LEGO
  38. 38. apply a little GAMEIFICATION
  39. 39. OR a TON
  40. 40. Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
  41. 41. RY THE STO TURE C ARCHITE RY THE STO E CTUR ARCHITE
  42. 42. N o . 5   NEVER USE A PERIOD. ALWAYS USE A COMMA.
  43. 43. One final THOUGHT,
  44. 44. Five New Bits REMEMBER Be conscious of experience space Push your teams for an “organizing idea” not just a “big idea” Engage consumers in your Storyscape not just a Storyline Apply systems thinking Never ever use a period,
  45. 45. THANK YOU, Want these slides? @gastonleg or Gaston@Sapient.com sapientnitro.com
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