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A very short 15 minute presentation given by Gary Hayes at the start of the SAFC's Digi360Lab evening on multiplatform production. Key issues were touched on but obviously not covered in detail. The unique parallel production process chart was created especially for this talk. More on Digi360 lab here http://www.safilm.com.au/Content.aspx?p=219
Citation preview
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Producing Compelling Multiplatform Interactive ProjectsBest Practice in how to Engage with Designers, Developers and Interactive Producers
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
TITLE: Producing Compelling Multiplatform Interactive ProjectsTAG: Best Practice in how to Engage with Designers, Developers and Interactive Producers Running Order (provisional structure and timings)
5.30 Intro from SAFC’s Kate Jarrett 5.35 "In an Ideal World - The Multiplatform Production Process" Gary Hayes, ABC & StoryLabs 5.50 "Funding Creative Development Networks" Mike Cowap and Justin Halliday, Screen Australia 6.20 "Traditional are from Venus, Digital are from Mars" - Grant Hull, Enabled
6.35 "Procedural Prototyping" Dan Thorsland and Phil Mayes
6.50 “Paleda Case Study” - Luke Jurevicius
7.05 Panel & QandA with all. Dan, Phil, Grant, Ben Kilsby and Gary Chair
7.30 - Close and drinks
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
In an Ideal WorldA 15m Introduction
The Multiplatform Production Process
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
the way we tell stories has REALLY changed
MULTIPLATFORM PRODUCTION IS UNDER CONSTRUCTION
1 Scheduled local >> Global On-Demand2 Scarcity of distribution >> Democratisation
3 Hardly connected >> Immersed Social Networks 4 Media Locked >> Now Mobile & on all Screens
5 Linear >> Distributed Storytelling
MULTI PLATFORM UNDER CONSTRUCTION
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
MULTI PLATFORM UNDER EXPANSION
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
MULTI PLATFORM UNDER FRAGMENTATION
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
What do we mean by
multiplatformcontent?
everything that is not TV,
cinema, radio and print?
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Speaking for myself the most exciting part of the multiplatform process is when a bunch of aspirational concepts finally get married to the reality of delivery - this is when the ‘service’ is given the Breath of Life - a baby is born, the prototype, the epoc...
But it can also lead to an early divorce...
FROM IDEA TO PROOF OF NEW LIFE
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Traditional Film TV ProcessDev - idea, story, producers, treatment
Dev - pitch, funding, commissionPre-production - screenwriting
Pre-production - storyboarding & previzPre-production - crew, castPre-production - scheduling
Pre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, music
Post-prod - rough cut, final/online edit Post-prod - adr, music & audio mix
Distribution - prints, consumer mediaDistribution - promotion, press
Distribution - broadcast, cinema, festivals
MY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Traditional Film TV ProcessDev - idea, story, producers, treatment
Dev - pitch, funding, commissionPre-production - screenwriting
Pre-production - storyboarding & previzPre-production - crew, castPre-production - scheduling
Pre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, music
Post-prod - rough cut, final/online edit Post-prod - adr, music & audio mix
Distribution - prints, consumer mediaDistribution - promotion, press
Distribution - broadcast, cinema, festivals
Multiplatform Processidea, experience design, research, storyEPOC, pitch, funding, commissionfull scoping, storyworld, writing, UXuser journey, prototype, testingfunctional specs, features, architectureproject or product plan, IAwireframes, design, narrative mapstechnical lockdown, documentationassets collection/creation, copycoding, build, iterative developmentbackend systems integrationuser test, management and bug fixesplatform tests, promotion, product/experience release measurement, monitoring, iterations
MY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
THE PARALLEL PROCESS - SAD REALITY
Multiplatform Processidea, experience design, research, EPOC, pitch, funding, commissionfull scoping, mp writing, UX user journey, prototype, testing functional specs, features, architecture project or product plan, IA wireframes, design, narrative mapstechnical lockdown, documentation assets collection/creationcoding, build, iterative development backend systems integrationuser test, management and bug fixes platform tests, promotion, product/experience release measurement, monitoring, iterations
Traditional Film TV ProcessDev - idea, story, producers, treatment
Dev - pitch, funding, commissionPre-production - screenwriting
Pre-production - storyboarding & previzPre-production - crew, castPre-production - scheduling
Pre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, music
Post-prod - rough cut, final/online edit Post-prod - adr, music & audio mix
Distribution - prints, consumer mediaDistribution - promotion, press
Distribution - broadcast, cinema, festivals
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Linear producers find it hard to:•Imagine a world that users self navigate through•translate their stories to meaningful ‘user activities’•understand the multiplatform production process
Multiplatform producers find it hard to:•understand story as a motivational driver•educate linear storytellers about MP using simple language•appreciate the ‘value & integrity’ of the linear property
COMMUNICATION DIFFERENCES?
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
FROM A TECHNICAL AND DISTRIBUTION PERSPECTIVE MULTIPLATFORM IS FROM A DIFFERENT PLANET
THAN FILM OR TV - AND TO A GREAT EXTENT SO ARE THE INHABITANTS OF EACH
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Call of Duty Servers
TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
LAMP comes from a long tradition of creative hothouses
COMMUNICATION DIFFERENCES - ADDRESSING THE BALANCE
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Physical Servers
eg: Your service files - video, imagesUsers customisations of your content
DatabasesGame ElementsUsers content
Applications and enginesetc:
Databases
eg: User MngSubscribersGame StateseCommerce
Content Refs & Text
Server Side Processing Engines, Middleware & Content Mng Systems
eg: Drupal, WordpressBespoke CMS Engines
Game EnginesProcess scripts - eg: php, apache,
linux etc:
Server Side - Backend - The Cloud Client side - Front End
ATTEMPT TO UNDERSTAND THE BASICS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Physical Servers
eg: Your service files - video, imagesUsers customisations of your content
DatabasesGame ElementsUsers content
Applications and enginesetc:
Databases
eg: User MngSubscribersGame StateseCommerce
Content Refs & Text
Server Side Processing Engines, Middleware & Content Mng Systems
eg: Drupal, WordpressBespoke CMS Engines
Game EnginesProcess scripts - eg: php, apache,
linux etc:
Th
e I
nte
rne
t P
rovi
ding
con
nect
ivity
Server Side - Backend - The Cloud Client side - Front End
ATTEMPT TO UNDERSTAND THE BASICS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Physical Servers
eg: Your service files - video, imagesUsers customisations of your content
DatabasesGame ElementsUsers content
Applications and enginesetc:
Databases
eg: User MngSubscribersGame StateseCommerce
Content Refs & Text
Server Side Processing Engines, Middleware & Content Mng Systems
eg: Drupal, WordpressBespoke CMS Engines
Game EnginesProcess scripts - eg: php, apache,
linux etc:
Th
e I
nte
rne
t P
rovi
ding
con
nect
ivity
Apps
Web Browsers
Browser Plugins
IOS or Android Apps
FAT APPS e.g:- Games
- Content Mng App
- Office Apps- Google Earth
- iTunes- Keynote
Flash or HTML 5
Content Mng Interface
Thin Apps
Server Side - Backend - The Cloud Client side - Front End
ATTEMPT TO UNDERSTAND THE BASICS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Physical Servers
eg: Your service files - video, imagesUsers customisations of your content
DatabasesGame ElementsUsers content
Applications and enginesetc:
Databases
eg: User MngSubscribersGame StateseCommerce
Content Refs & Text
Server Side Processing Engines, Middleware & Content Mng Systems
eg: Drupal, WordpressBespoke CMS Engines
Game EnginesProcess scripts - eg: php, apache,
linux etc:
Th
e I
nte
rne
t P
rovi
ding
con
nect
ivity
Devices
Game Consoles or Handhelds
Internet TVs
PCs or Macs
Mobile iPhones iPads Androids
Outdoor displays
Apps
Web Browsers
Browser Plugins
IOS or Android Apps
FAT APPS e.g:- Games
- Content Mng App
- Office Apps- Google Earth
- iTunes- Keynote
Flash or HTML 5
Content Mng Interface
Thin Apps
Server Side - Backend - The Cloud Client side - Front End
ATTEMPT TO UNDERSTAND THE BASICS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
IT’S ALL ABOUT ‘COMPLEX’ TEAM WORK
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Some Roles in Multi Platform Content Production
Multiplatform ProducerTechnical Producer
Interaction DesignerTransmedia Writer
Social Media Marketing Manager
SMO/SEO SpecialistMedia Asset ManagerInformation Architect
Developer (front/back/server)Technical Project Manager
Digital Strategist
Games Level DesignerWeb Video DirectorExecutive ProducerMulti Media Editor
Senior Web DesignerArt Director
Marketing CoordinatorUser Experience Designer
Creative DirectorFlash Designer/Animator
Business Development Manager
IT’S ALL ABOUT COMPLEX TEAM WORK
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
IT’S ALL ABOUT COMPLEX TEAM WORK
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
IT’S ALL ABOUT COMPLEX USER JOURNEYS
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
MANAGING CONTENT Multiplatform projects are living, breathing, multi-
headed beasts that need feeding and managing. A MP project, especially a socially driven one, is never
finished until the Fat Lady is Archived
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
4.2 million on iTV8.7 million on web1.1 million on mobile20 million on Ceefax6 million on Digital Text
bespoke play-out CPMSs developed
IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
1.Storyboard or narrative mapping tools 2.Asset production software & hardware3.Pre-production Content Management Systems4.Subscriber / user social sign-on management tools5.Director, live, content management and collaboration tools6.Server infrastructure management tools7.Emergent technology & deployment testing environments8.MAMs - Media Asset Management9.Mobile, adaptive deployment and gatekeepers10.Social network monitoring and API management tools11.Real time Content Production Management System12.Load management13.Measurement & monitoring dashboards
IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
More Multiplatform Challenges to be addressed this evening...
Audience onto next thing - changing user behavioursEveryone’s doing it, how do I fit in - democratised creation
Reach is becoming harder for all - too many touch pointsToo many new things to ‘plug-in’ - APIs sprouting everywhere
and lots more to be discussed on the panel
Wednesday, 19 June 13
© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
In an Ideal WorldA 15m Introduction
THANKSslides at slideshare.net/hayesg31
The Multiplatform Production Process
Wednesday, 19 June 13