sxsw 2015 - technology, story, and the art of performance
TRANSCRIPT
1TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
#sxsw #aistory
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
HELLO!
Campfire
Mike MonelloElena Parker @elenakathryn
@mikemonello
2TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
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ELENA PARKER CREATIVE TECHNOLOGIST,CAMPFIRE
WHO WE ARE
3TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
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MIKE MONELLO CCO, CAMPFIRE
WHO WE ARE
4TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
#sxsw #aistoryWHO WE ARE
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1. STORY 2. PARTICIPATION 3. PRODUCTION
WHAT WE’LL COVER
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#sxsw #aistory1. STORY
1. STORY 2. PARTICIPATION 3. PRODUCTION
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#sxsw #aistory1. STORY
Watch video here: http://campfirenyc.com/work/infiniti-deja-view
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#sxsw #aistory1. STORY / GENRE & ADAPTATION
DEJA VIEWSCI-FI/THRILLER
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LIZZIE BENNET DIARIESAUSTEN
1. STORY / GENRE & ADAPTATION
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SLEEP NO MORE MACBETH + NOIR
1. STORY / GENRE & ADAPTATION
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#sxsw #aistory1. STORY / GENRE & ADAPTATION
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#sxsw #aistory1. STORY / GENRE & ADAPTATION
Tell new stories in old mediums, and old stories in new mediums.” — Douglas Rushkoff
“
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ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
CLASSIC STORY ARC
1. STORY / GENRE & ADAPTATION / STRUCTURE
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ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
BRANCHING STORY
1. STORY / GENRE & ADAPTATION / STRUCTURE
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ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
BRANCHING STORY
1. STORY / GENRE & ADAPTATION / STRUCTURE
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ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
BRANCHING STORY
1. STORY / GENRE & ADAPTATION / STRUCTURE
Credit: youchosewrong.tumblr.com
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ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
BRANCHING STORY
1. STORY / GENRE & ADAPTATION / STRUCTURE
Credit: youchosewrong.tumblr.com
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ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
BRANCHING STORY
1. STORY / GENRE & ADAPTATION / STRUCTURE
Credit: youchosewrong.tumblr.com
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Think about variations on a theme rather than branching narratives….
STRUCTURE LIKE JAZZ
1. STORY / GENRE & ADAPTATION / STRUCTURE
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STRUCTURE LIKE JAZZ
ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
1. STORY / GENRE & ADAPTATION / STRUCTURE
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STRUCTURE LIKE JAZZ
ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
1. STORY / GENRE & ADAPTATION / STRUCTURE
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STRUCTURE LIKE JAZZ
ACT 1
ExpositionACT 2
Rising Action or Conflict
ACT 3
Climax and Resolution
1. STORY / GENRE & ADAPTATION / STRUCTURE
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Users must have agency.
1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
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Characters must have agency.
1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
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SHADES OF GRAY / TRUST VARIABLE
1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
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USERS AND CHARACTERS ARE IN A PARTNERSHIP
1. STORY / GENRE & ADAPTATION / STRUCTURE / AGENCY
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STORY SUMMARY
‣ Embrace genre and adaptation
‣ Maintain the classic story arc
‣ Structure like jazz
‣ Both characters and users must have agency
‣ Characters and users in a partnership
1. STORY / SUMMARY
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#sxsw #aistory2. PARTICIPATION
1. STORY 2. PARTICIPATION 3. PRODUCTION
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#sxsw #aistory2. PARTICIPATION
Watch video here: http://campfirenyc.com/work/cinemax-hunted
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#sxsw #aistory2. PARTICIPATION / MAXIMAX
MINIMAX
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#sxsw #aistory2. PARTICIPATION / MAXIMAX
MAXIMAX
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CAPITALIZE ON OUR BIASES
2. PARTICIPATION / MAXIMAX / BIASES
Image: The Globe and Mail
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PEOPLE WANT TO PLAY ALONG
2. PARTICIPATION / MAXIMAX / BIASES
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BEN FRANKLIN EFFECT
2. PARTICIPATION / MAXIMAX / BIASES
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STORY SHAPES USER BEHAVIOR
We are what we pretend to be, so we must be careful about what we pretend to be.”
— Kurt Vonnegut
“
2. PARTICIPATION / MAXIMAX / BIASES
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WILLIAM CASTLE: MR. SARDONICUS
2. PARTICIPATION / MAXIMAX / BIASES
Watch video here: http://www.youtube.com/watch?v=ZJjK9njAwu0
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#sxsw #aistory
WILLIAM CASTLE: MR. SARDONICUS
2. PARTICIPATION / MAXIMAX / BIASES
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#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
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#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
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PERCEPTION
2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
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#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
PERCEPTION
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#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION
REALITY
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#sxsw #aistory2. PARTICIPATION / SUMMARY
PARTICIPATION SUMMARY
‣ Maximax approach
‣ Capitalize on biases
‣ Manipulate perception
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#sxsw #aistory3. PRODUCTION
1. STORY 2. PARTICIPATION 3. PRODUCTION
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#sxsw #aistory3. PRODUCTION
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#sxsw #aistory3. PRODUCTION
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#sxsw #aistory3. PRODUCTION
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PRE-PRODUCTION
3. PRODUCTION / PRE-PRODUCTION
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 49
#sxsw #aistory3. PRODUCTION / PRE-PRODUCTION
1. Understanding the human response
2. Build the computer system to handle the human response
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 50
#sxsw #aistory3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
PAPER TEST
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PAPER TEST: WHY?
‣ Are my assumptions correct?
‣ Am I hitting the right tone?
‣ Am I setting people and the
system up to succeed?
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
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PAPER TEST: HOW?
‣ Test Main Path
‣ Test on approximately 5 people
‣ Record the tests
‣ Repeat
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
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PAPER TEST: RESULTS
‣ Are my assumptions correct?YES — Understood the interaction and what we
wanted, got the character and experience
‣ Am I hitting the right tone? NO — Sexual and Snaky
‣ Am I setting people and the system up to succeed? NO — Hesitant and Not Outrageous
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 54
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Write the script.
Start your build.
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
PROTOTYPE
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 55
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PROTOTYPE: WHY?
What patterns can I find that will make the interactions feel more real?
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 56
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PROTOTYPE: HOW?
‣ Environment as close to production
as possible
‣ Test on >50 people
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 57
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PROTOTYPE: PATTERNS
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 58
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PROTOTYPE: PATTERNS
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
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PROTOTYPE: PATTERNS
House Person Family
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 60
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PROTOTYPE: PATTERNS
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
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PROTOTYPE: PATTERNS
SANTANICO’S PROMPT
“My time is precious. If you want me
to stay, then I need to know what
you’d do to prove you’re worthy.
Someone once brought me 100
Nazi scalps to show true devotion.
What will you do to prove yours?”
RESPONSES
‣ A hundred and one Nazi scalps
‣ I would give you 200 Nazi scalps
‣ I will bring you 200 Nazi scalps
‣ 200 Nazi scalps
‣ I’ll bring you the same thing
‣ Hitler’s scalp
‣ How about 1000 scalps
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
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When the script
responds correctly to an
acceptable majority of
participants…. move on.
PROTOTYPE
3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE
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#sxsw #aistory3. PRODUCTION
64TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
#sxsw #aistory3. PRODUCTION / ALPHA TEST
ALPHA TEST
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‣ Test on multiple hundreds of people
‣ Test in your production environment
‣ Not adding new paths… funneling in new ways
3. PRODUCTION / ALPHA TEST
ALPHA TEST: HOW?
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#sxsw #aistory3. PRODUCTION / ALPHA TEST
ALPHA TEST: HOW?
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 67
#sxsw #aistory3. PRODUCTION / ALPHA TEST
ALPHA TEST: HOW?
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ALPHA TEST: HOW?
3. PRODUCTION / ALPHA TEST
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ALPHA TEST: HOW?
3. PRODUCTION / ALPHA TEST
USER GREETS CHARACTER
COMPUTER SEARCHES FOR MATCH
CHARACTER RESPONDS TO USER
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 70
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ALPHA TEST: HOW?
3. PRODUCTION / ALPHA TEST
USER GREETS CHARACTER
COMPUTER SEARCHES FOR MATCH:
1) Hello
2) Hi
3) Hello There
4) Hey
CHARACTER RESPONDS TO USER
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 71
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ALPHA TEST: HOW?
3. PRODUCTION / ALPHA TEST
USER SAYS:
“Hello There”
COMPUTER SEARCHES FOR MATCH:
1) Hello
2) Hi
3) Hello There
4) Hey
CHARACTER DELIVERS RESULT:
Formal Response
COMPUTER RECOGNIZES:
H-E-L-L-O in
H-E-L-L-O-T-H-E-R-E
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 72
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ALPHA TEST: HOW?
3. PRODUCTION / ALPHA TEST
USER SAYS:
“Hello There”
COMPUTER SEARCHES FOR MATCH:
1) Hello There
2) Hello
3) Hi
4) Hey
CHARACTER DELIVERS RESULT:
Informal Response
COMPUTER RECOGNIZES:
H-E-L-L-O-T-H-E-R-E in
H-E-L-L-O-T-H-E-R-E
Undesirable responses
Confused responses
Almost desirable responses
Most desirable responses
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 73
#sxsw #aistory3. PRODUCTION / ALPHA TEST
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RESPONSES: VALUE JUDGMENTS
3. PRODUCTION / ALPHA TEST
sriracha
pizza
1000
1
cobra
chicken
you want
you tell
everything
highest
attack
baby
first born
nothing
anything
bring you
myself
punch
Higher in the List
Lower in the List
“…punch you…”
“…attack a whole army…”
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 75
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RESPONSES: VALUE JUDGMENTS
3. PRODUCTION / ALPHA TEST
sriracha
pizza
1000
1
cobra
chicken
you want
you tell
everything
highest
attack
baby
first born
nothing
anything
bring you
myself
punch
Higher in the List
Lower in the List
Undesirable responses
Confused responses
Almost desirable responses
Most desirable responses
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 76
#sxsw #aistory
RESPONSES: VALUE JUDGMENTS
3. PRODUCTION / ALPHA TEST
sriracha
pizza
1000
1
cobra
chicken
you want
you tell
everything
highest
attack
baby
first born
nothing
anything
bring you
myself
punch
Higher in the List
Lower in the List
Undesirable responses
Confused responses
Almost desirable responses
Most desirable responses
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 77
#sxsw #aistory
RESPONSES: VALUE JUDGMENTS
3. PRODUCTION / ALPHA TEST
sriracha
pizza
1000
1
cobra
chicken
you want
you tell
everything
highest
attack
baby
first born
nothing
anything
bring you
myself
punch
Higher in the List
Lower in the List
Undesirable responses
Confused responses
Almost desirable responses
Most desirable responses
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 78
#sxsw #aistory
RESPONSES: VALUE JUDGMENTS
3. PRODUCTION / ALPHA TEST
sriracha
pizza
1000
1
cobra
chicken
you want
you tell
everything
highest
attack
baby
first born
nothing
anything
bring you
myself
punch
Higher in the List
Lower in the List
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 79
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PRODUCTION VS LIVE
snake
writhing
nails
sleep
pit
bed of
tequila
babies
baby
tongue
necklace
human
in-law
law
mother
father
big kahuna
deliver
stamp
brad
pitt
tarantino
scalp
hitler
101
and one
burger
into
ears
wax
polish
shoe
tattoo
tramp
nazi
scout
3. PRODUCTION / ALPHA TEST
massage
sing
song
flower
card
letter
candy
date
pizza
TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 80
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POST-LAUNCH
3. PRODUCTION / ALPHA TEST / LIVE
User Response
Session Log 5366da60b13ce
I catch a grenade for you
Keyword Match
grenade
Server Phrase
Very good! You’ve proven yourself...
User Response
Session Log 53656976da98a
I’ll catch a grenade for you
Keyword Match
grenade
Server Phrase
Very good! You’ve proven yourself...
User Response
Session Log 53609afdcf53
I catch a grenade for you
Keyword Match
you
Server Phrase
Very good! You’ve proven yourself...
81TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
#sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE
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#sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE
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#sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE
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PRODUCTION SUMMARY
‣ Design for humans first, then build your system
‣ Constantly Identify New Patterns
‣ Don’t walk away once you push live
‣ Your audience will surprise you… surprise them back
3. PRODUCTION / SUMMARY
85TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
THE INTERNET IS A STAGE
CONCLUSION
86TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE
THANK YOU!Mike MonelloElena Parker @elenakathryn
@mikemonello
#sxsw #aistory