show guide

Where technology, brand and story converge.

transVergencesummit

AUGUST 7-8. 2013THE W HOLLYWOOD

createasphere.com

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The essential online resource for transmedia and cross platform

professionalsThe 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, in-struction and opinion about these new ways of storytelling and marketing!

Join the conversation!

www.transmediacoalition.com

THE TRUE INTERNATIONAL VOICE OF THE FILM INDUSTRY

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î Screen provides indispensable tools for those who recognise the massive potential of the global marketplace.

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The TransVergence

MATRIXAN OPEN SOURCE

GUIDE TO THEEVOLVING TRANSMEDIA

ECOSYSTEM

Be part of an excitingnew UX project...

Access it now atwww.createasphere.com/thematrix

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welcomeCreateasphere 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-evolv-ing 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 tech-nology 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 Kate McCallumPresident, Createasphere 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!

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schedulewednesday, 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

Add-On Seminar: The Cognitive Psychology of Storytelling

9:00 AM-9:30 AM Registration Open; Coffee

9:30 AM-10:15 AM KEYNOTE: Will Wright10:15 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

Three Ts — Tools, Tech andTransmedia

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”

CASE STUDY: From Print to Digital

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 SponsorsSpecial welcome to Transmedia LA and Transmedia SF

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schedulethursday, august 8

THEATER I THEATER II

8:00 AM Pre-Conference Registration Open

8:30 AM-9:45 AM Add-On Seminar: Initiating Transmedia Storytelling Within Your Organization

Add-On Seminar: The Art of Creating a Robust Storyworld

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

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

From Games to Gamification

2:30 PM-3:00 PM Networking and Coffee Break

3:00 PM-4:00 PM Show Me the Money TV’s Future: Second Screen, Smart TV, Over the Top TV and Beyond…?

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

SPECIAL THANKS TO OUR SPONSORS

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wednesday, august 78:00 am-9:15 amAdd-On Seminar: Getting Started with the Active Story SystemTheater I“What is necessary for successful transme-dia 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 initia-tives

• 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 LtdCost: $49

8:00 am-9:15 amAdd-On Seminar: The Cognitive Psychology of Storytelling — How to Create Effective Brand Narratives That Traverse All Media PlatformsTheater IIStorytelling 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 com-munication in today’s emerging new media environments. Here author, marketing con-sultant 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 funda-mental 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 tran-scends multiple platforms in complementary ways. You will learn 7 key steps to effective stories that leverages how the mind processes information to make decisions:

• 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 amKEYNOTE: Will WrightTheater IAward-winning game designer and Inventor Will Wright will provide insights into his own creative process, an overview of his experi-ences 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 amThe Future of Content — Transmedia and Cross Platform StorytellingTheater IHow are emerging technologies and innova-tions 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 perspec-tives on transmedia, cross platform storytell-ing, 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 CinemaKathy Franklin, Lightstorm EntertainmentZak Kadison, Blacklight Transmedia Alex McDowell, 5DModerator: Alex Ben Block, Hollywood Reporter

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12:00 pm-1:00 pmBranded Content and Entertainment — the Art of Integrating Story and BrandsTheater IFrom ads to stories, from social media to live events, the advertising and marketing worlds are changing at a rapid pace, merging Hol-lywood, 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 spon-sored content. Panelists: Douglas Van Praet, “Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing”Jeremiah Rosen, CampfireTodd Hunter, Creative Artists AgencyAvi Savar, Big FuelModerator: Philip Alberstat, Creative Media Company

12:00 pm-1:00 pm Three Ts — Tools, Tech and TransmediaTheater IIIn the increasingly evolving worlds of story-telling 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, OpenTextHarold Geller, Ad-IDMike Taylor, MaglabsPaul Cleveland, clickXchangeKelli Richards, The All Access Group LLCModerator: Chris Pfaff, Producers Guild of America New Media Council East; Chris Pfaff Tech/Media LLC

1:00 pm-2:15 pmLunchtime Table Topic DiscussionsGreat Room One• Transmedia Creation• Audience Engagement• Second Screen• Branded Content• Games• Disruptive Technologies• Over the Top TV• New Technologies

2:30 pm - 3:15 pmIt Starts With StoryTheater IWhat 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 pmCASE STUDY: “America’s Funniest Home Videos” from Classic to ContemporaryTheater IAnatomy of a Hit Extended and Repurposed!Fishbowl Worldwide Media’s (co-founded by Vin Di Bona) David Beebe will share his per-spective on the evolution of digital technol-ogy 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 inter-active TV series. He’ll also share the develop-ment tactics the company has used to repur-pose 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 pmCASE STUDY: From Print to Digital: Publishing’s Evolving Story in the World of Childrens’ ContentTheater IIFrom 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 excit-ing new digital media publishing company that specializes in children’s product.

Presenter: Rick Richter, Ruckus Media GroupModerator: Alison Norrington, storycentralLABS

4:30 pm-5:15 pmKEYNOTE — Juan Pablo GneccoTheater IThe rise of technological innovation has direct-ly 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 technolo-gies 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 pmStory Hackathon IntroductionTheater IAs technology continues to infiltrate our lives — the way we interact, how we see and experi-ence the digital world — the means and meth-ods 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 desir-able 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

technology by designing a cohesive narrative spanning three or more technological plat-forms and executing a single one.

Team IndigoInk:Niki WilliamsMoni BoyceIan Thomas KagiharaConrad Ottey Team Marching Penguin:Jordi MatsumotoCassandra NguyenAndrew PromeyStan DyroTeam Chain Reactorz:Kate FitzpatrickJonathan Stahl Daniel Brothers Julian Colberg Team Pop Architects:Christina ParishMichael J LambieRoxanne BerardinelliMiles MakerTeam Immerverse:April WadeJuan Manuel-RochaSpence GriffethJon Merchen

All teams will present their work to Summit at-tendees 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. Wes-sen (JPL Innovation Foundry); Ricardo Gil da Costa, PhD (Salk Institute); Behnam Karbassi (No Mimes Media); Robert Pratten (Transme-dia 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

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thursday, august 88:30 am-9:45 amInitiating Transmedia Storytelling Within Your OrganizationTheater ITransmedia 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 semi-nar 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 orga-

nization 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

Presenter: Kurt Kennedy, Kennedy Communications GlobalCost: $49.00

8:30 am-9:45 amThe Art of Creating a Robust StoryworldTheater IIThe way people consume entertainment and purchase products have changed and content creators are being forced to adapt to an ever-changing cultural landscape. Drawing from his soon-to-be released transmedia design book, ”Make Your Story Really Stinkin’ Big,” Hous-ton 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 fran-chise while also leveraging a variety of media platforms and building a community of brand evangelists.

Presenter: Houston Howard, One 3 ProductionsCost: $49.00

10:00 am-10:45 amKEYNOTE — Adam BessermanTheater IAs 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 dur-ing 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.

11:00 am -12:00 pmProducers Guild — The Transmedia ProducerTheater IThe 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.

Panelists: Alison Savitch, Former Chair, PGA NMCBehnam Karbassi, No Mimes MediaBernie Su, “The Lizzie Bennet Diaries”Mauricio Mota, The AlchemistsMichael Bellavia, Chair, PGA NMC, AnimaxModerator: Christopher J. Powers, Disney/ABC Digital Media Studio, PGA NMC

11:00 am-11:30 amEngaging Audiences with Live Video StreamingTheater IILive video streaming has become a powerful new tool for brands and services to connect with audiences. Consider that the Sony PS4 an-nouncement drew over 8 million viewers. And Martha Stewart created a live streaming paint-ing infomercial that increased walk-in traf-fic to brick and mortar buildings to purchase products by 38%. Discover how other innova-tive 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, UStreamModerator: Kristin Petrovich Kennedy, Createasphere

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11:30 am-12:00 pmCASE STUDY: “This vs. That”: DIY from Concept to Screen to the WorldTheater 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 con-tent 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 pmStory Hackathon LA PresentationTheater INew 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 presenta-tions, audience members will vote for the win-ning teams.

1:15 pm-2:30 pmFrom Games to GamificationTheater IIThe videogame industry has given birth to vast storyworlds that are sending shockwaves through today’s media landscape with their unprecedented immersion and transmedia ex-tensions. In this session, you’ll hear from the creatives who design these storyworlds as well as those who apply gamification to engage au-diences across multiple screens and platforms.

Panelists: Flint Dille, G.I. JoeJosh Sawyer, Obsidian EntertainmentLenny Brown, Transmedia ConsultantLydia Antonini, Xbox Entertainment StudiosStewart Hendler, “Halo: Forward Unto Dawn”Moderator: James Waugh, Blizzard Entertainment, Inc.

3:00 pm-4:00 pmShow Me the MoneyTheater IAs the landscape of content, distribution and audience and customer viewing habits con-tinues 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 plat-form campaigns? This panel of experts will share their perspectives on new financial op-portunities arising; the challenges and suc-cesses of transmedia; and where they feel the growth in the industry is headed.

Panelists: Eric F. Galen, Hertz Lichtenstein & Young LLPJim Stewartson, RIDES.tv, Inc.Mariana Danilovic, hollywood portfolioBruce Long, New Antics LLCJason Yeh, Greycroft PartnersModerator: Nick DeMartino, Nick DeMartino Consulting

3:00 pm-4:00 pmTV’s Future: Second Screen, Smart TV, Over the Top TV and Beyond…?Theater IIThis session addresses the impact of “digital ecosystems” through which audiences share and view content on a multitude of intercon-nected devices. These ecosystems are accel-erating 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 audi-ences in unique and exciting new ways.

Panelists: Cathy Fischer, ITVS InteractiveHardie Tankersley, Fox Broadcasting CompanyKeyvan Peymani, ICM PartnersRon Bloom, BiteSize Entertainment and MEVIOModerator: Stuart Volkow, VentureDNA, L6R

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COFF

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102103104105

= available = reserved

BOOTH # EXHIBITOR

101 Canon102 Open Text103 Shutterstock104 Revelens105 PublicityMedia.com

LOUNGE

BUFFET

BAR

BAR

= lunch (1:00 pm to 2:15 pm Wednesday; 12:00 pm to 1:00 pm Thursday)

PUBLICATIONTABLE

THEATERONE

(GREAT ROOM 2)

THEATERTWO

(GREAT ROOM 3)

BUSINESS

CENTER

HACKATHONROOM 2

(Studio 2)

GREENROOM/SHOWOFFICE

HACKATHONROOM 1

(Studio 1)

HACKATHONLOUNGE

REGISTRATION

BALCONY

floorplan

Company Booth #Canon ...........................................................................................101OpenText ....................................................................................102Shutterstock ..............................................................................103Revelens ......................................................................................104PublicityMedia.com ................................................................105

4:15 pm-4:45 pmHackathon Winner AnnouncementTheater I

4:45 pm-5:45 pmTHE FUTURE AT HAND — Emerging Platforms and the Future of ContentTheater IInnovative creatives at the cutting-edge of technology will present the latest trends at the edge of storytelling, branded content and experiential marketing, from augmented real-ity in sports and gaming to 4D, avatars, virtual reality, machinima, fulldome immersive, holog-raphy, personalized media and more. Discover how these new technologies and story expe-

riences will enhance your ability to innovate, create branded content and engage bigger au-diences and more fans.

Panelists:Michael Ludden, Samsung DevelopersBrian Selzer, Ogmento, Inc.Nanea Reeves, MachinimaEd Lantz, Vortex Immersion Media, Inc., IMERSA.orgKip Haynes, All These Worlds LLCModerator: Lori H. Schwartz, World of Schwartz

5:45 pm-6:00 pmClosing Remarks

exhibitors

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Theater I