SXSW 2015 - Technology, Story, and the Art of Performance

1TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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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

5TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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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

7TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#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

19TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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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

21TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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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

22TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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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

28TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#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

30TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#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

37TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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WILLIAM CASTLE: MR. SARDONICUS

2. PARTICIPATION / MAXIMAX / BIASES

38TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#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

41TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION

PERCEPTION

42TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION

REALITY

43TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#sxsw #aistory2. PARTICIPATION / SUMMARY

PARTICIPATION SUMMARY

‣ Maximax approach

‣ Capitalize on biases

‣ Manipulate perception

44TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#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

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#sxsw #aistory3. PRODUCTION / PRE-PRODUCTION

1. Understanding the human response

2. Build the computer system to handle the human response

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#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

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Write the script.

Start your build.

3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE

PROTOTYPE

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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

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PROTOTYPE: HOW?

‣ Environment as close to production

as possible

‣ Test on >50 people

3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE

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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

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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

62TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

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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

63TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE

#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?

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#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

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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

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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

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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

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#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…”

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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

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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 77

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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 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

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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

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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