Over the holidays I spent quite a bit of time watching videos from MIT’s Futures of Entertainment conference. I was particularly taken by the case study of Purefold, a project which seems to defy description.
It’s a transmedia project in its early stages that has no elevator pitch and is the antithesis of high concept. The principals talked for a very long time in the video (embedded below) and slowly a vision of what they are doing emerges. And it is COOL.
Here are some things that I can tell you:
- The project is with Ridley Scottâ€™s company, so ad agencies and some global brands.
- The goal is to create a bunch of short form videos that tell a story set in the near future.
- The project is collaborative, everything will have a Creative Commons license that lets anyone participate, use the elements and even profit from them.
- Crowd sourcing will be used to inspire some of the storylines by mining the web to find out what real people are saying about certain topics.
- For brands and advertisers, the series is an opportunity to engage real people in discussions about future products.
Aside from the video above and the one below, there isn’t a lot about Purefold yet on the web — no actual videos and I haven’t found a wiki yet, as far as I can tell, although I found a FriendFeed discussion.
Here’s what it says about Purefold on the Ag8 website:
Purefold is the first product conceived by Ag8 and developed in partnership with Ridley and Tony Scottâ€™s newly launched entertainment division Free Scott. Purefold is an open media franchise designed for brands, platforms, filmmakers, product developers and communities to collaboratively imagine our near future.
With a central theme ‘What does it mean to be human?’, the franchise explores the subject of empathy – a shared theme with Ridley Scottâ€™s most compelling Science Fiction movie, Blade Runner.
The franchise contains infinite interlinked story lines, turned into short-format episodes by Ridley Scott Associate Filmsâ€™ global talent pool of directors, and informed by real-time online conversations from the audience, which are harvested through FriendFeed, the worldâ€™s leading ‘life streaming’ technology.
Taking place in the near future, Purefold enables participating brands to take an alternative route to brand integration than traditional product placement and embrace invention within a narrative framework.
Purefold content will be distributed according to the Creative Commons Attribution-Share Alike 3.0 license, giving both audiences, brands and platforms unprecedented equal use rights through their participation.
There’s a LinkedIn discussion going on about Purefold in the Transmedia Network Group.
This is definitely a project to watch.