UPDATE October 15: Here is the video of my keynote at Colombia 3.0. At 48 minutes its not a quick watch. But it's definitely the best record to date of what I'm attempting creatively. The talk starts after the first 2'20. http://www.youtube.com/watch?v=aBvrDBBZ1oY&list=PLhTx9maDqE9JJzsKjXIwTBDAohs327-ED I've also embedded the video after the last slide here on Slideshare, just click to watch. 5 Ideas: Be Excited, Selective Control, Communicate Your Vision, Be Practical, Your 
Creative Focus. This deck supported Ian Ginn's presentation during Colombia 3.0 in Bogotá. Ian spoke to an audience of 1100 delegates, plus many more via a live stream to Brazil, Argentina, and Chile.

1. 5 BIG IDEAS TO
KEEP CONTROL
OF
INDIE TRANSMEDIA
PROJECTS

2. WHY AN INDIE
TRANSMEDIA
PROJECT?

3. The conservative reality of
mainstream entertainment
creatively stunts
transmedia projects.

4. ‘Indie transmedia’
raises very provocative
questions about
entertainment and creativity.

5. Transmedia projects
can deliver
rich original experiences
using easily available tools.

6. The goal is to realise
a new aesthetic
from the construction of
a complex whole.

7. WORK ON INDIE
PROJECTS THAT
EXCITE YOU.
1

8. YOU CANNOT
CONTROL
EVERYTHING.

9. What do you want to
Keep Control of?

10. Vision・key decisions on story.
Creative process・development.
Intellectual Property Rights.
Channels・platforms・media mix.

11. What are you trying to
Achieve with your project?

12. Is it an experiment?
Will you create valuable IP?
Do you aim for social awareness?
Will it establish your company?
Something else?

13. Be Prepared to
Share Strategically!

14. DECIDE WHAT
YOU NEED TO
CONTROL.
2

15. KNOW WHAT
PROJECT SUCCESS
MEANS.

16. Establishes your property.
Establishes your authorship.
Shows what you can do.
Increases value to sources of finance.
Attracts audience to test your assumptions.
Provides input for business model and ROI.

17. Describe your
Project Vision.
Intentions. Goals. Strategy.

18. DESCRIBE &
COMMUNICATE YOUR
VISION.
3

19. SALIGIA-7
TRANSMEDIA SCI-FI THRILLER

20. SALIGIA-7
TRANSMEDIA SCI-FI THRILLER
IMMERSIVE LOCATIVE THEATRE
PERVASIVE STORY & GAME EVENTS
SOCIAL MEDIA NARRATIVES - WEB SERIES
NOVELS - E-BOOKS - GRAPHIC NOVELS
MOBILE
FEATURE FILMS

21. STORYTELLING
+ GAMEPLAY
+ LIVE - SPECTACLE
+ SOCIAL - DIGITAL

22. WHAT’S THE PLAN?
2011 201720142012 2013 2015 2016
ZA#
2018 2019 2020
PILOT
R&D +
PLAYTESTING
NOVELS. E-BOOKS.
GRAPHIC NOVELS
IMMERSIVE
THEATRE
FEATURE
FILMS

23. 2011 201720142012 2013 2015 2016
ZA#
2018 2019 2020
WHAT WILL IT TAKE?
PILOT

24. DEVELOP YOUR
READINESS.

25. Adopt an
Instalment Approach.
Story episodes. Game levels.

26. Instalment-based design is a
Practical Solution to complexity.
Each instalment is fundable.
You only know so much.
Your thinking will change and develop.
The project horizon is manageable.

27. ZOMBIE ALARM #1
TRANSMEDIA PILOT
RESEARCH AND DEVELOPMENT

28. STORY

29. Teenagers in Amsterdam who display
symptoms of an unknown illness.
3 NARRATIVES

30. Self-styled zombie hunters intent
on finding out what’s going on.
3 NARRATIVES

31. Reactions of society to the
threat of a zombie outbreak.
3 NARRATIVES

32. print
news
News stories
get confused between
fiction and reality
broadcast
fictional current
affairs show
the story of
2 of the teens
story of
100 missing teens
MissingChristel
Community
Facebook narrative
Facebook
narratives
ZombieAlarm
Facebook
narrative
ZombieAlarm
story blog
2 become our
protagonists
webisodes
Twitter updates
featuring a pack
of 7 teen-zombies
z-leaks
story blog
SWATsquad
reveals evidence
VUPs get
involved
UGC
spread via
twitter
gather at
events
society reacts
and deploys a
ZOMBIE SWAT SQUAD
teens become
ZOMBIES
genre fans
raise a
ZOMBIE ALARM
live events:
pervasive story
meets
alternate reality game

33. www.youtube.com/watch?v=m5Tqm3mewnM

34. BREAK DOWN YOUR
PROJECT INTO
INSTALMENTS.
4

35. WORK TOWARDS
CREATIVE CLARITY.

36. Clarity of form cannot be
achieved until there is first
clarity in the designer’s
mind and actions.
architect Christopher Alexander

37. XDWEXPERIENCE DESIGN for game- and story- WORLDS
TRANSMEDIA STORYTELLING
+ EXPERIENCE DESIGN

38. EXPERIENCE DESIGN.
Audiences create meaning
TRANSMEDIA STRUCTURE.
TRANSMEDIA ARCHITECTURE.

39. EXPERIENCE DESIGN.
Time / Duration
Interactivity
Intensity
Breadth / Consistency
Sensorial
Cognitive Triggers
Significance / Meaning
TRANSMEDIA STRUCTURE.
TRANSMEDIA ARCHITECTURE.

40. EXPERIENCE DESIGN.
TRANSMEDIA STRUCTURE.
Game design & Gameplay
Narrative & Story structure
Interaction design
Theatre & Performance
TRANSMEDIA ARCHITECTURE.

41. EXPERIENCE DESIGN.
TRANSMEDIA STRUCTURE.
TRANSMEDIA ARCHITECTURE.
Timing, Pacing, Phasing
Choice of media, Sequencing

42. DEFINE YOUR
LONG TERM
CREATIVE FOCUS.
5

43. 1 2
3 4
BE
EXCITED.
SELECTIVE
CONTROL.
COMMUNICATE
YOUR VISION.
BE
PRACTICAL.
5 YOUR
CREATIVE FOCUS.

44. Thank You
@IANGINN TWITTER
Cover Image
CTrey Ratcliff
via Compflight
Icons
from The Noun Project
Book: Piotrek Chuchla
Theater: Björn Andersson
Game Plan: Scott Lewis
Digital Play: Juan Pablo Bravo
Movie: Erik Vullings
Play: Gilad Fried
Social Media: Joris Hoogendoorn
Clapperboard: Fabio Grande
Gears: Gustavo Cordeiro
Mobile Content: San Salido Martínez
Writing: Korokoro
Signpost: Parker Martin
Slide Deck Inspiration
thanks
Emiland de Cubber

45. C
THIS DECK SUPPORTED IAN’S PRESENTATION DURING COLOMBIA 3.0 IN BOGOTÁ, WHERE HE SPOKE TO AN
AUDIENCE OF 1100 DELEGATES, PLUS MANY MORE VIA A LIVE STREAM TO BRAZIL, ARGENTINA, AND CHILE.
HTTP://COLOMBIA30.CO/INDEX.PHP/EN/CONTENTS/TRANSMEDIA-ENG
“Incredibly exciting - do not miss Ian’s masterclass or workshop!”
Cross Video Days
“A marathon of knowledge, innovation and open-mindedness.”
Workshop Participant
“Tore up some walls in my head - not only on transmedia itself, but
also about the possibilities on how to approach it”
Workshop Participant
“The best presentation I have heard on a real transmedia project.”
European Association of Animation Film

46. IAN GINN IS A EUROPEAN CONSULTANT, TRANSMEDIA STORY ARCHITECT AND
EXPERIENCE DESIGNER. CONSULTING ENGAGEMENTS CURRENTLY INCLUDE
ADVISING INTERNATIONALLY TO FUNDS, INNOVATION HUBS, AND PUBLIC
COMMISSIONS ON STRATEGY AND STRUCTURE FOR PROGRAMMES SUPPORTING
TRANSMEDIA, DIGITAL MEDIA AND FEATURE FILM.
HE SHARES HIS EXPERTISE WIDELY, AND IS A FREQUENT SPEAKER IN
CONFERENCES AND THINK TANKS WORLDWIDE, INCLUDING: MIP CUBE, CANNES;
CROSS VIDEO DAYS, PARIS; LONDON BOOK FAIR; CARTOON CONNECTION, QUEBEC;
CARTOON DIGITAL, PAU; EBU TV SUMMIT, LUCERNE; TEDXTRANSMEDIA, GENEVA &
ROME; STORYWORLD, LA AND SF; DIY DAYS, LA; CANNES FILM FESTIVAL; SAN
SEBASTIAN FILM FESTIVAL; MOBILE 2.0, BARCELONA; AND MANY OTHERS.
IAN@HUBBUBMEDIA.NET
+31 6 53 285 110
IAN WOULD BE HAPPY TO DISCUSS YOUR SPEAKING EVENT OR
AN OPPORTUNITY TO HELP YOU INNOVATE.