SXSW 2019 - by Rodrigo Noventa

SXSW 2019 - OVERVIEW
This document were made with the best intentions.
Although that, it is a personal interpretation of some
presentations, may containing mistakes and do not
reflect the official version of the facts ;)
Cheers!
Rodrigo Noventa
/ Rodrigo Noventa

Keynote Panel Session
SXSW Main Presentations’ Formats
/ Rodrigo Noventa

Storytelling Trends
Personal Tracks*
*personal curation based on my experience at SXSW 2019
/ Rodrigo Noventa

Storytelling Trends Trends in Storytelling
But, in fact…
/ Rodrigo Noventa

STORYTELLING
TRACK
/ Rodrigo Noventa

THE NEXT FORM OF STORYTELLING:
THE FUTURE OF TECHNOLOGY-ENABLED
ENTERTAINMENT
Jerry Katzenberg
Founder Quibi
(DreamWorks / Pixar / Walt Disney / Paramount)
Meg Whitman
CEO Quibi
(HP / e-Bay / Drop Box / P&G)
STORYTELLING TRACK / Rodrigo Noventa

THE BEST OF HOLLYWOOD
+ SILICON VALLEY
MAIN GOAL

Premium Content Short Mobile Formats
• Optimized for 5G
• Series - 15 episodes
• 5 - 8 min / ep
• Budget: $100K per minute
• Greatest studios (Cinema & TV)
• JJ Abrams
• Benicio Del Toro
STORYTELLING TRACK
Storytelling for mobile

Cinema TV / Cable
• 2h of content
Mobile
• 1h of content • 8min of content
Narrative Evolution

Reasons to Believe
HBO early 90’s Generation behavior
• 25 - 35 years old
• +5h / day on-line on mobile
• 1h / day on TV
• -10% watch TV content at mobile
• Able to pay for several streaming services (but no more cable TV)
• The company invested in premium content for paid TV
• Brought talents to the platform
• Turned cable TV into a desired content platform

Katzenberg’s statements
• Doesn't make sense invest millions of dollars in TV content that people
spend just 1h watching - this is a waste of money
• Short premium content will scale the business
• Quibi will be the next “Spotify” who save the industry
• If you offer quality and convenience, people pay for that
• Mobile content can be interactive in a way that TV will never be
• Social Media is a communication platform, not a storytelling

THE INTERSECTION OF
NEW FORMATS IN MEDIA
Kasia von Baldegg
EP & GM
for video
The Atlantic
STORYTELLING TRACK
Jean Ellen Cowgill
GM
TicToc
by Bloomberg
Nick Quah
Founder & Publisher
Hot Pod
/ Rodrigo Noventa

A NEWS PLATFORM THAT PEOPLE TRUST
MAIN GOAL

Kasia von Baldegg
STORYTELLING TRACK
Jean Ellen Cowgill
Young people as
complementary audience of
traditional media platforms
Media Strategy
/ Rodrigo Noventa

Video Content Twitter Podcast
Diversifying media platforms
STORYTELLING TRACK
• Starts as a small channel, but loyalty
audience
• +50% watch time (20’ videos)
• Video content that touch the passion
points of niche audience
• Keep interesting to everyone
• Wide open for creative formats
• Democratic - free of megacorps
• But hard to measure results
/ Rodrigo Noventa

STORYTELLING TRACK
News Room
Podcast Youtube
Atlantic’s Testing Flow
• Interviews • Organic videos
• The best performances turns into deep articles
/ Rodrigo Noventa

Kasia von Baldegg
STORYTELLING TRACK
“In a saturated news world,
journalists became brands.”
Zeitgeist
Anderson Cooper
CNN
Glenn Greenwald
The Intercept
Christiane Amanpour
CNN International
Ricardo Boechat
Rede Bandeirantes
/ Rodrigo Noventa

CREATING "SOUND-ON" CONTENT
IN A SOUND-OFF WORLD
Tom Chirico
Brand Strategy
Story Lab - Twitter
STORYTELLING TRACK
Sarah Gibble-Laska
CEO & Co-Founder
Chapter Four
Katie Keating
Social Media Lead
IBM
/ Rodrigo Noventa

MAKE PEOPLE TURNS SOUND ON
IN SOCIAL MEDIA CONTENT
MAIN GOAL

91%
• Of millennials finds
video content in social
feeds
Stats
STORYTELLING TRACK
70%
• Of key metrics
happens until 3
seconds of content
(before "sound on")
2.1MM
• "Sound on" alerts was
shown at Twitter last
year
1st
• Sound is our first
emotional connection
with the world
/ Rodrigo Noventa

WHAT MAKES US TURN ON THE SOUND?
CHALLENGE

Connection Human Engaging
Sound Advantages
STORYTELLING TRACK
• Content with audio sounds more realistic
• For audience, dialogues sounds like a
real conversation
• Sound makes people attach with the
content
• Listening is a psychological behavior
• Voice makes people pay more attention
• Ambient sounds bring us emotions
• People are more able to talk about the
subject when they listen the content
/ Rodrigo Noventa

Tom Chirico’s statements
• Use the 3 first seconds of content to stimulate audience to turn on the sound
• Be creative. Discover ways to generate curiosity
• Invest in realistic sounds, as binaural sound techs
• The sound quality needs to keep up with technological advances (VR / AR / 360º)

Be creative
STORYTELLING TRACK
[PLAY]
/ Rodrigo Noventa

BACK ON SCRIPT
PODCASTS
Chris Littler
Co-Writer & Co-Dir
(36 Questions
Podcast)
STORYTELLING TRACK
Mimi O’Donnell
EP Scripted
Gimlet Media
Benoni Tagoe
Business Dev Dir
Issa Rae Productions
(Fruit Podcast)
/ Rodrigo Noventa

MAKE FICTION PODCAST
MORE POPULAR
MAIN GOAL

What kind of broadcast is more emotional?
Radio TV

Simple
• Fictional podcasts are
cheaper and faster to
produce
Reasons to believe
STORYTELLING TRACK
Intimate
• People feels inside the
scene, even listening
characters' thoughts
Imaginative
• Audience can imagine
all the scene elements
Experimental
• Producers take more
risks to build stories in
podcast than movies
/ Rodrigo Noventa

FOR WHO?
WHY NOW?
STRATEGIC STORY ANSWERS

FREEDOM TO CREATE ANY IMAGINED STORY
CREATIVE VALUE

In Studio
• Actors / Director /
Sound Designer
• Together, with freedom
to build the characters
and situations
Production Talks - Benoni Tagoe
STORYTELLING TRACK
Schedule
• 2 episodes / day
• 1 day - promo material
Budget
• Fiction are more
expensive to produce
than Talk Show
podcasts
Actual
• Productions need to be
an evolution of the
1950’s Radio Soap
Operas
/ Rodrigo Noventa

Fruit
by Issa Rae productions
STORYTELLING TRACK
Issa Rae’s Fruit: the podcast exploring hypermasculinity and
sexuality
[PLAY]
/ Rodrigo Noventa

36 Questions - Behind the scenes
by Two-Up Productions
STORYTELLING TRACK
[PLAY]
/ Rodrigo Noventa

JESSICA BRILLHART
VRAI PICTURES
STORYTELLING TRACK
Jessica Brillhart
Founder
Vrai Pictures
/ Rodrigo Noventa

Jessica Brillhart resume:
Jessica Brillhart is an immersive director, writer, and theorist. She’s the founder
of the independent studio, Vrai Pictures. Previously, Jessica was the Principal
Filmmaker for VR at Google where she worked with engineers to develop
Google Jump, a virtual reality live-action capture ecosystem. Since then,
Jessica has made a range of highly acclaimed VR experiences, working with
such entities as NASA, the Philharmonia Orchestra in London, Google’s
Artists and Machine Intelligence program, the Montreal Canadiens, and the
Weather Channel.
In 2017, Jessica was heralded by MIT Technology Review as an innovator
and pioneer in the field of virtual reality filmmaking and immersive
entertainment.

FROM FRAMES TO WORLD
PARADIGM BREAKING 1

FROM VIEWERS TO VISITORS
PARADIGM BREAKING 2

Single Multiples
STORYTELLING TRACK
Guide the narrative through points of attentions
/ Rodrigo Noventa

YOU'LL NEVER GET THE ENTIRE CONTROL
ONE SURE

Traditional Virtual
STORYTELLING TRACK
VR narratives are made by the audience
• The film's editing leads the audience through
a single sequence of narrative plans
• Single version of the story
• The audience makes their own film editing in each scene,
according to the points of attention of each person
• Multiples versions of the story
/ Rodrigo Noventa

Jessica Brillhart statements
• Tech is the tool, not the goal
• It’s all game design
• Audio is so important than images

Traverse Bose AR
STORYTELLING TRACK
AR Audio
• A spatial audio platform that lets you walk around
a soundscape as if you were listening lives
• Bose AR devices combine data from embedded motion
sensors with GPS information from your phone, which they
connect with via Bluetooth. GPS detects where a user is, and
the nine-axis sensor can determine which direction they’re
looking and moving
+
/ Rodrigo Noventa

SXSW - Virtual Cinema
STORYTELLING TRACK
• Some of the movies presented at SXSW
/ Rodrigo Noventa

BACK 2 THE FUTURE:
STORYTELLING IN VIRTUAL REALITY
Nefertitti Jackmon
Director
Six Square -
Austin's Black
Cultural District
STORYTELLING TRACK
Ken Johnson
Architect
Michael Hsu Office
of Architecture
Jasmine LeeChuy
Narrative Strategist
Vamonde
/ Rodrigo Noventa

REANIMATE CULTURAL SPACES
AND CONNECT COMMUNITY
MAIN GOAL

Preservation of the legacy of African Americans in Central East Austin
The most powerful way to
connect people with places is
telling the stories of people who
lived there.

Revitalization
STORYTELLING TRACK
App: VR + AR + Geolocation + Storytelling
• Engagement of the public and tourists boosts the revitalization
of local shops and restaurants
Mobile Travelers
• Through the app, people can see how Six Square was in
the past, listen the stories from persons who actually lived
there, watch videos, get involved and donate to project.
The image above is a mockup of how app works, made by myself. Actually, the
representation of old place are shown in 3D-AR.
/ Rodrigo Noventa

EXPERIMENTING WITH EXPERIENTIAL:
HOW GIANT SPOON STAYS ONE STEP AHEAD
STORYTELLING TRACK
Trevor Guthrie
Co-Founder
Giant Spoon
Marc Simons
Co-Founder
Giant Spoon
/ Rodrigo Noventa

Bleed for the Throne
HBO Brand Activation
2019
Blade Runner 2049
Experience
Brand Activation
2018
SXSW West World
HBO Brand Activation
2018
STORYTELLING TRACK
Giant Spoon cases

MAKE PEOPLE FORGET WHO THEY ARE
MAIN GOAL

WHAT DO WE WANT PEOPLE TO FEEL?
EVERY STRATEGY STARTS WITH:

PUT THE AUDIENCE INTO THE MOOD
BEFORE OPEN THE DOOR
PREMISE:

EVERY ACTION HAVE TO COLLABORATE
WITH THE FEELING INTENTIONS
METHOD:

SXSW West World
by AdWeek
STORYTELLING TRACK
[PLAY]
/ Rodrigo Noventa

DARK ROOM + WHISPERING
EXPERIENCE ONLY WORKS WITH HIGH BUDGET? NO.

TRENDS
TRACK
/ Rodrigo Noventa

7 NON-OBVIOUS TRENDS
CHANGING THE FUTURE IN 2019
Rohit Bhargava
Founder & Chief Trend Curator
The Non-Obvious Company
TRENDS TRACK / Rodrigo Noventa

Rohit Bhargava resume:
Rohit Bhargava a leading authority on marketing, trends and innovation. He is
the Founder of the Non-Obvious Company and previously spent over 15
years leading advising large organizations on digital and marketing at two
respected global agencies: Leo Burnett and Ogilvy.
He has been invited to deliver sold-out keynotes and workshops to change
the way teams and leaders think at the World Bank, NASA, Intel, LinkedIn,
MetLife, Under Armour, Univision, Disney and hundreds of other well-known
organizations.

NON OBVIOUS TRENDS
ROHIT BHARGAVA’S

Downgrade
• Downgrade versions
of tech devices
1 - Retro Trust
Nostalgic
Experience
• Vintage games
Toys
• Back from the 80’s

Advertising
• Gillette
2 - Muddled Masculinity
Movies
• Documentary directed by
Jennifer Siebel Newsom
• Netflix

Offices
• Ping Pong no matter
the noise
3 - Play offense with innovation
Industry
• Sale success, even
looking like a joke

Shudu Gram
• Virtual Super Model
from Fenty Beauty
lipstick
4 - Artificial influence
Lil Miquela
• Computer-generated
influencer from Prada

Tesco
Relaxed
Checkout
5 - Enterprise Empathy
App
Grandkids
on demand

Sony Aibo
Robot Dog
6 - Robots Renaissance
Japanese
humanoid
robot Pepper

Corazón
Short film by Montefiore Health System
Tribeca Festival
7 - Back to Storytelling (Stop Branded Content)
TRENDS TRACK
Entering Red
Campari’s “Red Diaries”
series of short films
2017 2018
[PLAY TRAILER] [PLAY TRAILER]
/ Rodrigo Noventa

Rohit Bhargava statements
• It’s hard to build trust
• People love to believe in miracles of industry
• The secret of “non-obvious” is curating your ideas
• Don’t be the “faster reader”, be the “faster understander”
• Break rules, blend industries

DEFINING AWE:
THE SCIENCE BEHIND CIRQUE DU SOLEIL
TRENDS TRACK
Beau Lotto
Neuroscientist
Lab of Misfits
Diane Quinn
CCO
Cirque Du Soleil
Entertainment Group
/ Rodrigo Noventa

CREATIVE BEGINS WITH UNCERTAINTY

The natural instinct of our brain is
to believe that something will
happen based on our experiences
and culture.
To stimulate creativity we must
break these certainties of our brain.
Human Brain
TRENDS TRACK
Beau Lotto
Neuroscientist
/ Rodrigo Noventa

Bank thief
Or how can brain trapped you
TRENDS TRACK
[PLAY]
/ Rodrigo Noventa

Invite people to a very safe place,
so safe that they could be
vulnerable, lost their beliefs and be
open to the uncertain.
Vulnerability decrease our ego and
generate empathy. Empathy drives
creativity.
Creative method
TRENDS TRACK
Diane Quinn
CCO
/ Rodrigo Noventa

CREATIVITY AND INNOVATION ARE BORN
FROM ALLOWING YOURSELF TO MAKE
MISTAKES UNTIL DOING RIGHT

Measuring the audience brain activity
TRENDS TRACK
Some volunteers are monitoring during the presentations.
Lotto search for brains waves behaviors during moments of fear and uncertain.
Moments that our ego are decreased, and generate empathy with the artists.
Beau Lotto
Neuroscientist
/ Rodrigo Noventa

Psychedelic experience
TRENDS TRACK
The goal is synchronizing the audience brain waves in moments of awe - that’s very
similar of psychedelics mushrooms effects.
Beau Lotto
Neuroscientist
/ Rodrigo Noventa

THE RESULTS ARE SEND TO AN A.I. TO
CONTINUOUS IMPROVE AUDIENCE AWE

IS SOCIAL MEDIA
THE NEW FAST FOOD?
TRENDS TRACK
Alphonzo Terrell
Dir, Digital & Social
HBO
Zihla Salinas
CEO
Engine Creative &
Content
Amy Moussavi
Global Consumer
Insights Lead
Snapchat
/ Rodrigo Noventa

21%
• Can't stay more than
1h without social media
Stats - Young people
37%
• Already needed detox
46%
• Deleted some social
media profile
95%
• Snapchaters told that
the app makes them
happy

About Content
Healthy Unhealthy
• Stimulate addict behaviors
• Focus only on increasing followers and likes - not works anymore
• Flood
• Try to control everything
• Be responsible with values
• Generates conversations, not mkt messages
• Emotional authenticity
• Know who you're talking to
• Less is better

Alphonzo Terrell
HBO
Case: HBO - The Sopranos 20th anniversary - Nicknames
TRENDS TRACK
“Stimulate conversations
about brand assets by
identifying audience
natural behaviors.”
[PLAY]
/ Rodrigo Noventa

Snapchat’s Originals: Storytelling + AR
TRENDS TRACK
Amy Moussavi
“The audience behavior
changed. Today, people
wants even more
experiences with VR and
AR using mobile apps.”
[PLAY]
/ Rodrigo Noventa

Content next evolution
TRENDS TRACK
Amy Moussavi
Snapchat
Alphonzo Terrell
HBO
• Emotional connections
• Segmented target
• Data intelligence
• Micro segmentation
• AR to real world connections
• Brands with opinion
• New Metrics:
• How I provoke feelings
• How I changed someones life
/ Rodrigo Noventa

THE FUTURE OF AUGMENTED REALITY
IN SPORTS
TRENDS TRACK
Alex Hertel
CEO, Co-Founder
Xperiel
Ryan Montoya
CTO
Sacramento Kings
/ Rodrigo Noventa

• NBA is the most innovative
sports in the world.
• AR is the way to engage with
the next fans generation
Reality
TRENDS TRACK
Alex Hertel
CEO, Co-Founder
Ryan Montoya
CTO
/ Rodrigo Noventa

Ryan Montoya
CTO
The technology of NBA
TRENDS TRACK
“Today, most of the arenas are equipped with several kinds of cameras
technologies, in all over the place, 360. That allow us to increase the
quality of teams' analyses and, in other hand, develop AR and VR
applications for the fans, inside and outside the arenas.”
/ Rodrigo Noventa

App: Sacramento Kings - Call the Shot
TRENDS TRACK
Ryan Montoya
CTO
“Call the Shot” allows fans via
the app to predict the
outcomes of game quarters
and player performances for
prize money at no cost.
/ Rodrigo Noventa

App: NBA AR at home
TRENDS TRACK
Ryan Montoya
CTO
AR in real time with the match
showing stats and players
performances.
/ Rodrigo Noventa

App: NBA AI + AR
TRENDS TRACK
Ryan Montoya
CTO
Fox Sport Broadcast + NBA
[PLAY]
/ Rodrigo Noventa

App: Sacramento Kings - Kings Cannon
TRENDS TRACK
Alex Hertel
CEO, Co-Founder
[PLAY]
An augmented reality prize cannon.
/ Rodrigo Noventa

All the mobile devices working
together to transform the arena
in a giant console running a
massive connected game.
Next Challenge - thousands of smartphones + AR / VR / Geolocation
TRENDS TRACK
Alex Hertel
CEO, Co-Founder
Ryan Montoya
CTO
=
/ Rodrigo Noventa

CURIOSITIES FROM SXSW TRADE SHOW

Camping on the Moon
SXSW Trade Show
Father's artificial breast Printed Food Nuraphone
TRENDS TRACK
[LEARN MORE][LEARN MORE][LEARN MORE]
/ Rodrigo Noventa

SXSW 2019 - by Rodrigo Noventa

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie SXSW 2019 - by Rodrigo Noventa

Ähnlich wie SXSW 2019 - by Rodrigo Noventa (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

SXSW 2019 - by Rodrigo Noventa