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When Fiction Bleeds
Simon Pont March 7th, 2013
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Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
Fact
Fiction
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“”
All our separate fictions add up to joint reality.
Stanislaw Lec, Poet & Aphorist Unkempt Thoughts (1962)
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“”
Imagined Communities
Benedict Anderson (b.1936), Political theorist
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“DIGITAL” IS TRANSFORMING HOW WE INTERACT WITH THE PHYSICAL WORLD
WE NOW LIVE IN A “DIGITAL STATE”, A “NEW REALITY”
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
STOP ADVERTISING
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
to “advertise” - verbto call attention to something, in a boastful or ostentatious manner,in a public medium to induce people to buy
BY DEFINITION...
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“Never under-est...”
Canal+
(2009)
76”
Simon Pont When Fiction Bleeds
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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
Simon Pont When Fiction Bleeds
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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
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
MythsMorality Source Codes
Icarus
Sisyphus
Prometheus
Pandora
Moses
Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“
”
...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
Simon Pont When Fiction Bleeds
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Star Charts Orion’s Belt
BRANDS SHAPE THEMSELVES FROM A CONSTELLATION OF REFERENCE POINTS
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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
Simon Pont When Fiction Bleeds
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“”
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Simon Pont When Fiction Bleeds
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Phaeton & his Dad’s Sun-Chariot
Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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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
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“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)
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
Ford Focus: ‘Superhero’
Ogilvy (2006)
40”
29
Simon Pont When Fiction Bleeds
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MALE ARCHETYPES: RUGGED, SMOOTH, GOOD IN TURTLE NECKS
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...AND THE KNOWING REALITY
Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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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.
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“
”
Simon Pont When Fiction Bleeds
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The Getaway (1972)
Simon Pont When Fiction Bleeds
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Winston Cigarettes (1969) by Bob Peak OHMSS (1969)
Simon Pont When Fiction Bleeds
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Diners Club Guy (1962) by Bob Peak
Ocean’s 11 (1960)
Simon Pont When Fiction Bleeds
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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).
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“
”
DIGITAL DETACHMENT:
The primary urge to Document & Share, to the sacrifice of ever being openly “In-the-Moment”.
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
Source: The Better Mousetrap (2012), Simon Pont
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Simon Pont When Fiction Bleeds
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Black-currant Tango
“St George”
90”
HHCL
(1997)
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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
ON APRIL 6TH, 2010...
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
“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.
Simon Pont When Fiction Bleeds
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“
Toy
Tantalise
Tease
Feed
Simon Pont When Fiction Bleeds
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The Monster
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Simon Pont When Fiction Bleeds
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JAWS (1975)
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Simon Pont When Fiction Bleeds
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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
Simon Pont When Fiction Bleeds
Meg 13 March 7th, 2013
Transmedia teaser (2011)
Location: Bakerloo line, London
LIMITLESS: UNDERGROUND TUBE CARDS
Simon Pont When Fiction Bleeds
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DARK KNIGHT RISES: A 12-MONTH TEASER RUNWAY
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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.
Simon Pont When Fiction Bleeds
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Simon Pont When Fiction Bleeds
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PROMETHEUS (2012): VIRAL FILMS X3
Viral 2 (April):“Happy Birthday David”
Viral 3 (May):“Quiet
Eye”
Viral 1 (Feb):Peter Weyland at TED 2023
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THEN:Conventional Story-telling
NOW:Digital Story-telling
Source: Digital State (2013), Simon Pont
Simon Pont When Fiction Bleeds
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Nick Jojola's Extreme Sports Skydiving Docu.
HTC
60”
(2012)
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Simon Pont When Fiction Bleeds
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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