Project 5- Transmedia Storytelling/ Multiple Proscenia

The design method most efficient for this campaign would be transmedia storytelling or through multiple proscenia.

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story. –Jenkins (2007)


In this case the story of this brand will be told through the photography and film. Whilst the film would share the story and give the audience a concrete idea of the brand, the photographs and music  would be a medium that gives a constant reminder of the context and strength of a woman.

A transmedia text does not simply disperse information: it provides a set of roles and goals which readers can assume as they enact aspects of the story through their everyday life. – Jenkins (2007)


Because transmedia storytelling requires a high degree of coordination across the different media sectors, it has so far worked best either in independent projects where the same artist shapes the story across all of the media involved or in projects where strong collaboration (or co-creation) is encouraged across the different divisions of the same company.- Jenkins (2007)

In this case, with the client and myself working as a tight team and share the same vision. The audiences would therefore experience synergy across all channels all the way to store.

The obvious giants of transmedia storytelling are Star Wars, Disney etc. And even though transmedia usually tailors to fiction, tapering its elements to non-fiction could be a strong digital marketing strategy and fashion leaders like Burberry are joining in the idea.


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