when fiction bleeds (2013) simon pont

When Fiction Bleeds

Simon Pont March 7th, 2013

2

Simon Pont When Fiction Bleeds

Meg 13 March 7th, 2013

Fact

Fiction



“”

All our separate fictions add up to joint reality.

Stanislaw Lec, Poet & Aphorist Unkempt Thoughts (1962)



“”

Imagined Communities

Benedict Anderson (b.1936), Political theorist



“DIGITAL” IS TRANSFORMING HOW WE INTERACT WITH THE PHYSICAL WORLD

WE NOW LIVE IN A “DIGITAL STATE”, A “NEW REALITY”

STOP ADVERTISING



to “advertise” - verbto call attention to something, in a boastful or ostentatious manner,in a public medium to induce people to buy

BY DEFINITION...





“Never under-est...”

Canal+

(2009)

76”



ACT I

This is Nothing NewMyths & Brand Examples

ACT III

This is Very NewDigital Story-telling

ACT II

This is About Our Inner SuperheroAd Archetypes & Personal Narratives



ACT I


ACT III


ACT II




MythsMorality Source Codes

Icarus

Sisyphus

Prometheus

Pandora

Moses



“

”

...to know the best that is known and thought in the world, and by MAKING THIS KNOWN, to create TRUE and FRESH IDEAS.

Matthew Arnold (1822–1888), Poet, Culture & Anarchy



Star Charts Orion’s Belt

BRANDS SHAPE THEMSELVES FROM A CONSTELLATION OF REFERENCE POINTS



One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order.

You couldn’t dream of a more appropriate logo:

lust, knowledge, hope, and anarchy.

Jean Louis Gassée, Former Apple executive

“

”

There were a lot of different colour iterations. We ended up with the primary colours, but instead of having the pattern go in order, we put a secondary colour on the L, which brought back the idea that Google doesn't follow the rules.

Ruth Kedar, Google



“”

18



19

Phaeton & his Dad’s Sun-Chariot



21



22



23



24





ACT I


ACT III


ACT II




“How could I know that?”

The Bourne Identity (2002)

82”

An egocentrism normally exhibited during early adolescence;an over-differentiating of one's experiences and feelings from others to the point of assuming those experiences are unique.

A person might believe that he is the only one who can experience whatever feelings of joy, horror, misery, or confusion he might encounter.

THE PERSONAL FABLE (DAVID ELKIND, 1967)





Ford Focus: ‘Superhero’

Ogilvy (2006)

40”

29



MALE ARCHETYPES: RUGGED, SMOOTH, GOOD IN TURTLE NECKS

30

...AND THE KNOWING REALITY





Unlock The 007 In You

Coke Zero

Publicis (2012)

60”

Bob Peak, “The Father of Modern Movie Posters”

The contemporary illustrator is an artist when he solves the problem of his client.

(The problem) breeds a unique kind of artist:

When you turn the page it's all over.



“

”



The Getaway (1972)



Winston Cigarettes (1969) by Bob Peak OHMSS (1969)



Diners Club Guy (1962) by Bob Peak

Ocean’s 11 (1960)



Jude Law as

“Dunhill Guy”

DunhillSS 2009

campaign

It's not just a useful or beautiful or functional object - it's got some little nod to who we're pretending to be when we're using it... for the IMAGINARY ME.

Russell Davies, Creative Lead, GDS

THE PRETENDING LAYER

2008 TVC screen-grab, “Gamma” for Apple iPod+iTunes (2008).



“

”

DIGITAL DETACHMENT:

The primary urge to Document & Share, to the sacrifice of ever being openly “In-the-Moment”.



Source: The Better Mousetrap (2012), Simon Pont

39



Black-currant Tango

“St George”

90”

HHCL

(1997)



ACT I


ACT III


ACT II


ON APRIL 6TH, 2010...



“Transmedia Producer”

added to the Producers Code of Credits.

Storytelling across multiple forms of media – with each element making distinctive contributions to a fan's understanding of the STORY WORLD.

By using different media formats, transmedia creates “ENTRYPOINTS" through which consumers can become immersed.

TRANSMEDIA STORYTELLING

Henry Jenkins, Convergence Culture, 2006.



“

Toy

Tantalise

Tease

Feed



The Monster

45



JAWS (1975)

46



Robert Shaw & shark

“It made me become more like Alfred Hitchcock: to tease, to make a the-less-you-see-the-more-you-get thriller.”

Transmedia teaser (2009)

Location: West Hollywood, Los Angeles

DISTRICT 9: BUS BENCHES



Transmedia teaser (2011)

Location: Bakerloo line, London

LIMITLESS: UNDERGROUND TUBE CARDS



DARK KNIGHT RISES: A 12-MONTH TEASER RUNWAY

49

Teaser Trailer – uploaded July 18

1min 20”: Less than 30” of actual fresh footage.

Teaser Poster

Web site.

Started shooting May 19, 2011. May 20 viral release of Bane pic via Twitter #tag TheFireRises.Release date:“Summer 2012”.A 12-month runway.





PROMETHEUS (2012): VIRAL FILMS X3

Viral 2 (April):“Happy Birthday David”

Viral 3 (May):“Quiet

Eye”

Viral 1 (Feb):Peter Weyland at TED 2023



THEN:Conventional Story-telling

NOW:Digital Story-telling

Source: Digital State (2013), Simon Pont



Nick Jojola's Extreme Sports Skydiving Docu.

HTC

60”

(2012)

53



Mariana Trench

When Fiction Bleeds

Simon Pont March 7th, 2013

ABOUT SIMON PONT

SIMON PONT is a writer, commentator and brand-

builder.

His agency career includes being part of Saatchi &

Saatchi and Naked Communications, the pioneers of

Communications Planning. Hollywood movie studios,

Icelandic investment banks, British chocolate bars

and Middle Eastern airlines figure amongst his time

on the inside of Adland. He is Chief Strategy Officer

at agency network Vizeum, and an EACA Effies judge.

Simon Pont is the author of non-fiction titles ‘The Better Mousetrap: Brand Invention in a

Media Democracy’ and ‘Digital State’, and ‘Remember to Breathe’, a novel.

Say hello at: www.simonpont.com

when fiction bleeds (2013) simon pont

Education