1. Theconversationaboutlove
A transmedia marketing experience...
GO

2. Transmedia
workingdefinition
There are varying definitions of transmedia. The two main contenders are from Geoff Gomez and
Henry Jenkins.
Jeff Gomez Franchise Definition Henry Jenkins Storyworld Definition
Transmedia storytelling represents a process where integral
Transmedia is specified by the fact that it refers to a narrative elements of a fiction get dispersed systematically across
that is significant in scope and plays itself out across different multiple delivery channels for the purpose of creating a unified
media platforms (traditional and digital) in ways that leverage and coordinated entertainment experience. Ideally, each
the specific features of that platform. Transmedia storytelling medium makes it own unique contribution to the unfolding of
allows for us as producers to interface with mass audiences in the story.
ever more artful and deeply satisfying ways.
Transmedia is also signified by the fact that by definition
transmedia narratives invite dialog with the audience.
Technology allows us as producers to remain in listening with
our viewers, our participants, allowing them to express
themselves and allowing us to act on that expression. The
possibilities are gorgeous.

3. Directed by Sarah Polley
Starring Michelle Williams, Seth Rogan & Sarah Silverman

4. the Task:
to bridge the TIFF Gala
Launch with the theatrical
release
to build an audience and
create a buzz around Take
This Waltz

5. the Catch:
the theatrical launch
was 8 months away
we couldn’t use any
characters or
storylines from the film
the budget was slim

6. But we believed that:
‘the best storytelling
devices are, and have
always been, rooted in
human behaviours and
desires’
- Mike Monello

7. and
digital media is
inherently a
platform for human
CONVERSATION
INTERACTION &
CREATIVITY

8. we knew we could
we knew we could
use this to
use this to
create a
create a
multiplatform campaign
multiplatform campaign
that would
that would
engage, entertain & grow
engage, entertain & grow
an audience.
an audience.

9. The Conversation
{inspired by the themes and ideas in Take This Waltz by Sarah Polley}

10. we LOVE to TALK about LOVE

11. The Conversation is
framed through
open ended statements
taken from the film.
This invited the
audience in and gives them an
opportunity to engage at the level that
is most comfortable to them.

12. WE created a participatory experience
provides both
IMMERSIVE & ACTIVE
engagement for the audience
IMMERSIVE: a fully populated ACTIVE: an opportunity
art gallery with videos, for audience engagement
artworks, texts from the famous through creative
& not so famous among us means & a variety of
platforms. Everyone can get
involved on some level.

13. content is curated &
user generated
When I let go I become a cow in a disaster film drawn and painted by ten Korean men in a fifteenth floor studio in Seoul who watch m
sky while drinking tall sweating beers with racing forms laid out at their elbows becoming old men after becoming young men after ea
movie theatre on Yonge street, which is also what I become when I let go. When I let go I become a cartoon Czar in a Saturday mornin
rug plush that engulfs knees and ankles not wobbly but not strong as I practice being tired which is a skill that comes in handy later on
the shoe factory or men’s wear store on Yonge street on Saturday night with lights, 70s lights, and John Candy in an afro and sideburns
beer and whiskey or coffee maybe from a tall cup that looks small in his hand which looks smaller through the lens, which is also wha
I let go I become huddled in the dark of a room stamped with bootdirt and butter crust and snack boxes and lipstick casings-- criminal
and her-- before me and YOU-- went to see the Blues Brothers movie-- it was a date, my first-- and what was weird was how she just r
after erk and joey and snails dropped us off-- I followed you, thinking, well, this is when I get to kiss you, I guess-- but she didn’t spea
the year which made me wonder whether I’d said or done something weird or maybe I shouldn’t have followed her to the door I dunno
and snails who looked back and saw me and I climbed in waving around a bag of joints listening to cheap trick and the jam as tires squ
god is this what happens when you grow up because if it is life is gonna be strange and weird and difficult and so I sat there getting sto
rolling past feeling lonely and suddenly old which shouldn’t happen when I let go but you know it does it does it does it does so c'mon
Dave Bidini, Toronto

14. love

21. MOBILE

22. Analytics

24. Get in touch
Contactme
email
hello@antheafoyer.com
Website
antheafoyer.com
twitter
@antheafoyer

25. thankyou!