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Keynote: Socializing Entertainment: Where Creative Vision Meets Audience Conversation—Barnaby Legg, Director of Innovation at FIVE33

Keynote: Socializing Entertainment: Where Creative Vision Meets Audience Conversation—Barnaby Legg, Director of Innovation at FIVE33

Monday, August 6th, 2012


How can the entertainment industry engage in a meaningful conversation with their audience via social media? You cannot control the conversation…but you can authenticate it.

  • By creating tools that offer engaging play types, characters to ally with, and more connective worlds to explore, social media can activate fandom and deliver deeper audience connectivity.
  • Charting how to build entertainment universes to feed today’s on demand audiences without diminishing the power of the theatrical experience.
  • And looking at the future of entertainment marketing, what comes after transmedia?

As Director of Innovation for the FIVE33 Group, Barnaby Legg heads up STROBE, the global agency’s transmedia division. His career in creative communication began in London as a writer and graphic novelist, before taking him ‘behind the curtain’ of the entertainment industry with his appointment to FIVE33’s strategic marketing team.

With a diverse range of projects for clients that include Disney-Pixar, Universal, Paramount and Legendary Entertainment, his role within STROBE is to develop broad-reaching mythology tools that drive audience connectivity, including social, interactive and gaming platforms.

The team’s ground-breaking work on 2011’s Real Steel lead to DreamWorks granting their first ever Transmedia Producer credit to STROBE. Current projects include “47 Ronin” for Universal Pictures, “METRO: Last Light” for THQ, and Guillermo del Toro’s “Pacific Rim” for Legendary Entertainment.


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