SXSW recap: The Goggles follow old rules for ‘new media’ storytelling

March 17, 2014 — 3 Comments

Transmedia? Interactive storytelling? Multimedia narratives? Whatever you call it, whichever technology you use, you have to start with the fundamental ingredient: a great story.  If you want to be as successful at telling it, follow these rules from The Goggles, self-described ‘old media guys’ and Interactive Directors of multi-award winning interactive documentary “Welcome to Pine Point”:

Keep it Linear

Humans have been trained, for thousands of years, to follow a linear storyline, so help them to understand yours by sticking (largely) to the formula. While digital does allow for a completely unstructured and non-linear format (and it’s good for deliberately non-linear experiences like games), your audience might find it overwhelming. Take their hand, guide them. Pine Point really only allowed users to go forward, or back.

The Goggles took 2 years and about $500k to build their 'online documentary'

The Goggles took 2 years and about $500k to build their ‘online documentary’

 

Make it Layered

Humans are also complex and, when they like you (or your story), they will want to get involved, to spend some time. This is where digital really works, allowing you to create little piles of detail and texture, within a ‘chapter’ or segment of your largely linear story. Pine Point lets users shuffle through a pile of photographs of characters featured in a chapter.

Strive to Remain Human

The Goggles believe another problem with digital is that it encourages us to make things that are too perfect – perfectly flat, straight, round, photoshopped, aligned and cropped. Life, and the people who live it, are not perfect so leave room for imperfections, for ragged edges, in a digital storytelling experience. The aesthetics of Pine Point are very handmade

‘Chasing the Sun’, ‘Touch’ and ‘The Ghosts in Our Machine’ are some of the upcoming ‘new media storytelling’ projects from The Goggles.

A version of this story originally appeared on Ogilvydo.com as part of the agency’s coverage of SXSW 2014.

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

 

 

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Trackbacks and Pingbacks:

  1. What happens when Big Data meets Branded Storytelling? « (w2fm) what's in it for me? - April 22, 2014

    […] There were panels and presentations and seminars and workshops on Product Storytelling, Immersive Storytelling, Content Storytelling, Transmedia Storytelling and on and on it went. The unified message from this […]

  2. When Big Data meets branded storytelling | ogilvydo.com - May 2, 2014

    […] There were panels and presentations and seminars and workshops on Product Storytelling, Immersive Storytelling, Content Storytelling, Transmedia Storytelling and on and on it went. The unified message from this […]

  3. Is your Brand telling a story or having a conversation? « (w2fm) what's in it for me? - May 20, 2014

    […] When you combine the Story format with digital media, all sorts of possibilities begin to emerge, but it’s important to remember that good stories are still linear, even when they are digital, or interactive (and these two things are not the same). If you want to dive into that distinction, the best explanation I’ve heard recently was from The Goggles, makers of Welcome To Pine Point, during their excellent session at SXSW. […]

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