Published on February 19, 2014
BODY/MIND/CHANGE cronenberg ! Transmedia experience
BODY/MIND/CHANGE “JOB OPPORTUNITY / RESPONSIBILITIES ! The development and production of a sophisticated augmented reality game (ARG), Body/Mind/Change ! Responsibilities • Leading brainstorming sessions, discussions, and consultations with the TIFF Gaming & New Media Think Tank and key project staﬀ, the consultant will facilitate ﬁnal creative development of Body/Mind/ Change. • Assisting in the selection of qualiﬁed creative professionals (e.g. agency) who can lead production. The Project and Production Manager will also be tasked with securing discounted services and in-kind contributions. ! • Working with TIFF staﬀ and the selected agency, the Manager will serve as production manager to keep the project moving ahead. • Maintaining a detailed critical path and up to date budget, maintaining close contact with TIFF’s fundraising departments. • Leading user and technical testing, with input from various stakeholders at TIFF. • Leading a phased launch, with the initial content ready for users to explore by September 2012. The rest of the game will launch in phases across 2013, with full launch in September 2013.” TIFF January 3, 2012, Transmedia World IS A BUZZ…
BODY/MIND/CHANGE ! ! What is it? ! ! “We looked for an innovative way of taking the Cronenbergian storyworld and extending from his ﬁlms into the gallery, and out of the gallery again, and into the minds of his fanbase,” says Ana Serrano, the Canadian Film Centre’s (CFC) Chief Digital Oﬃcer and executive producer for Body/Mind/Change, a virtual and real world extension of the ﬁlm exhibition, "David Cronenberg: Evolution.” ! http://thecreatorsproject.vice.com/blog/not-your-fathers-ﬁlm-retrospective-tiﬀ-extendscronenbergs-oeuvre-with-bodymindchange …developed by TIFF [Toronto International Film Festival] as one of a number of events showcasing the work of David Cronenberg, running 2013-2014. ! ! !
BODY/MIND/CHANGE How? • • • • • • • extend the storyworld draw on recurrent themes in Cronenberg’s work: the visceral disturbing body ! • revive characters, most notably, Max Renn from Videodrome, though other character references can be found • invent new characters • • human/tech hybrids mutation evolution create a physical Lab • • BMC founder and Chief Science Oﬃcer Janna Sensum Dr Emily Grosvenor create & run a MOOC ‘mine’ data & create a personalized 3D printed object
BODY/MIND/CHANGE How? "We're collecting certain data points, and in the museum space, we're 3D printing PODs based on your emotional intelligence," said Lance Weiler, the creator and creative director of the project. "Data is being generated about our lives all the time, so I thought it would be fun to have it manifest in something real.” http://www.3dprinterworld.com/article/david-cronenberg-wants-graft-3dprinted-pod-your-body
funding * ! CANADA INTERACTIVE FUND Department of Canadian Heritage Government of Canada ! ! TO: TIFF Toronto International Film Festival Inc. ! ! ! ! ! ! ! FOR: Body Mind Change The Worlds of David Cronenberg ! $43,573 (2011–2012) ! $362,636 (2012–2013) ! http://news.gc.ca/web/article-en.do?nid=667919 ! BODY/MIND/CHANGE * Identiﬁed funding
cronenberg evolution ! ! May 23, 2012 ! NEWS RELEASE. ! TIFF CELEBRATES DAVID CRONENBERG WITH NEW EXHIBITION TIFF will also create an online experience with a multi-platform augmented reality game, The Worlds of David Cronenberg, that will complement and enrich the exhibition using a combination of social media technologies. A dedicated ﬁlm programme with newly struck 35mm prints and new digital versions of select ﬁlms will accompany the exhibition TIFF’s ﬁrst ever major original touring exhibition launches in Fall 2013…. Through the presentation of artifacts, props, documentation and audio-visual interviews, as well as reconstructed set-pieces from Cronenberg’s ﬁlms, the exhibition parallels his growth as a ﬁlmmaker with his ongoing examination and interpretation of human evolutionary possibilities, tracing his work from a focus on biological change towards examinations of shifting psychological states… Read more at http://www.xavierpop.com/2012/05/23/this-is-very-very-cooltiﬀ_net-celebrates-david-cronenberg-with-the-launch-of-the-ﬁrst-ever-original-touringexhibition/#BOObIKs7P7yBKcdw.99 The Worlds of David Cronenberg
! ! “Body/Mind/Change (BMC), a digital extension of David Cronenberg: Evolution, immerses audiences in a "Cronenbergian" world inspired by the ﬁlm Videodrome, re-imagined for the 21st century and brought to life across three platforms — online, mobile, and real-world — through an "artiﬁcial intelligence recommendation engine" called POD (Personal On-Demand). Co-produced by CFC Media Lab with creative direction by Lance Weiler, Body/Mind/Change features plot lines and game mechanics involving biotechnology start-ups, body enhancements, and emotional learning systems, and presents the plausible science ﬁction found in Cronenberg's work as scientiﬁc fact.” http://tiﬀ.net/cronenberg/bodymindchange (2011) ! pod (personal on-demand) ! !
BODY/MIND/CHANGE ! “TORONTO, October 30, 2013 – The ﬁrst interactive story experience to generate a physical object, Body/Mind/Change, a TIFF and Canadian Film Centre's Media Lab (CFC Media Lab) coproduction starring David Cronenberg, is now open for adventurers who want to explore the plausible science ﬁction found in Cronenberg's ﬁlms as fact. Follow the master's lead at www.bodymindchange.ca to create a next generation bio-tech recommendation engine, called Personal-On-Demand (POD).” CFC CREATES http://cfccreates.com/about_us/announcements/item.php?id=item256 Cast cronenberg
BODY/MIND/CHANGE ! “TORONTO, October 30, 2013 – “The narrative begins with the activities of BMC Labs, a ﬁctional biotech ﬁrm that has partnered with David Cronenberg to develop biotech accessories inspired by the intellectual property found in his ﬁlms such as Scanners, Videodrome, and eXistenZ. Journeying through this multi-platform, immersive narrative ride, players will experience ﬁrst-hand the emotional steps involved in merging with technology to transform and evolve oneself, one of the key themes Cronenberg explores in his works.” CFC CREATES http://cfccreates.com/about_us/announcements/item.php?id=item256 ! design a biotech lab
BODY/MIND/CHANGE “Registered participants will be guided through an episodic interactive narrative that functions as a simulator for training their PODs. Completing this threepart experience will guarantee the user a unique 3Dprinted POD generated from their behaviour during the simulations. As the participant interacts with their POD's training online, the system collects data that determines the size, shape, and nature of their physical POD. By November 1, the BMC Labs installation located in the CIBC Canadian Film Gallery on the 4th ﬂoor of TIFF Bell Lightbox will display the ﬁrst series of “growing” PODs. Over the next three months, this inventory of PODs will increase as participants engage, allowing them to observe their PODs growing in the Lab.” CFC CREATES http://cfccreates.com/about_us/announcements/item.php?id=item256
BODY/MIND/CHANGE ! ! “To execute the complex multi-media production, CFC Media Lab worked with Lance Weiler as creative director and pulled together a team of collaborators representing some of the most innovative North American companies and artists in the digital space.” ! CFC CREATES ! http://cfccreates.com/upload_ﬁles/BMCLabs_Open_Final.pdf ! ! ! ! ! ! ! ! ! Photo: http://stabletalk.cfcmedialab.com/2014/02/12/hosts-successfullyimplanted-pods-bmc-labs/
BODY/MIND/CHANGE “… a large-scale collaborative project involving some of the most innovative digital media companies and artists”: ! ! Writers, Atley Loughridge & JC Hutchins ! Additional Writing, Lance Weiler and Chuck Wendig ! Game Designer, Nicholas Fortugno ! Composer, Brendan Canning from Broken Social Scene Film and SFX Production & Post-Production, 1188 Films Website Development & Design, Northern Army Physical Computing & Exhibition Design, Aesthetec ! ! ! ! ! See more at: http://stabletalk.cfcmedialab.com/2013/09/05/cfcmedia-lab-co-produces-bodymindchange-starring-david-cronenberg/ #sthash.wRn9eSmT.dpuf
BODY/MIND/CHANGE “Earlier this year, without much fanfare, DCronenberg quietly licensed the ﬁctional technology and science found within his ﬁlms Shivers, The Brood, Scanners, Videodrome and eXistenZ for a mind-bending eightﬁgure sum. While it is common for a ﬁlm’s IP to make its way into other mediums, such as books, television or games, it is highly unusual for a ﬁlm’s ﬁctional elements to become actual biotechnology. The deal was struck by a stealth Los Angeles-based biotech startup called Body Mind Change Labs. BMC intends to turn Cronenberg’s science ﬁction into science fact. The company’s ﬁrst release is called POD (Personal OnDemand), a next-generation recommendation engine inspired by Cronenberg’s eXistenZ that helps its hosts discover what they need, love or desire, eﬀortlessly.” April 23, 2013 http://ﬁlmmakermagazine.com/68303-pod-wants-to-know-you/#.UwK2AUJdVan Lance Weiler ingame
BODY/MIND/CHANGE “Standing within BMC’s oﬃce, I can’t help but feel I’m in a David Cronenberg ﬁlm. Everywhere I look there are monitors. In front of each sits an employee transﬁxed by a steady stream of images. For a moment I’m reminded of the scene in Videodrome where James Woods’ character Max Renn visits the Cathode Ray Mission, but before I can make out what is on the monitors, I’m quickly escorted into a room. Inside, a business aﬀairs person asks me to sign what is the longest NDA I’ve ever seen. I’m given a list of things that I cannot do while visiting, as well as being presented with an even creepier release form if I’m interested in touring BMC’s lab. I forgo the tour of the lab, as I’m not comfortable with a clause in the release that states, “53.8 percent of visitors could be susceptible to an airborne infection.” ” April 23, 2013 http://ﬁlmmakermagazine.com/68303-pod-wants-to-know-you/#.UwK2AUJdVan Lance Weiler ingame
BODY/MIND/CHANGE ! Through 3 online simulations, POD recipients educate an artiﬁcial intelligence entity, Kay. ‘Hosts’ answer emotional response questions after viewing short ﬁlms that echo Cronenberg’s ﬁlms with a layer of David Lynch. Canadian actor & long-time Cronenberg collaborator Art Hindle and Natalie Krill, alumnus from the CFC Actors Conservatory program, are featured. bmc labs Kay
BODY/MIND/CHANGE ! “I hope what we can do is create an interesting and engaging experience someone can step into,” says Weiler. “Doing it in a way that isn’t driven by codes and puzzles, but do it in a way that is experiential, almost hallucinatory.” ! With that in mind, Serrano adds, "The experience also includes clues hidden in some of our videos, photos, soundtracks, and text for our hard core fan to decipher. These clues, if deciphered properly, could lead you to higher levels of POD-host status.” http://thecreatorsproject.vice.com/blog/not-your-fathers-ﬁlm-retrospective-tiﬀ- play with arg content
“The POD is a personal, on-demand recommendation engine that uses artiﬁcial intelligence to understand what you want, desire or need before you do.’” bmc labs biotech implant http://www.fastcocreate.com/3021398/when-the-quantiﬁed-self-gets-creepy-turning-david-cronenbergs-science-ﬁction-into-reality#4
BODY/MIND/CHANGE “Standing within BMC’s oﬃce, I can’t help but feel I’m in a David Cronenberg ﬁlm. Everywhere I look there are monitors. In front of each sits an employee transﬁxed by a steady stream of images. For a moment I’m reminded of the scene in Videodrome where James Woods’ character Max Renn visits the Cathode Ray Mission, but before I can make out what is on the monitors, I’m quickly escorted into a room. Inside, a business aﬀairs person asks me to sign what is the longest NDA I’ve ever seen. I’m given a list of things that I cannot do while visiting, as well as being presented with an even creepier release form if I’m interested in touring BMC’s lab. I forgo the tour of the lab, as I’m not comfortable with a clause in the release that states, “53.8 percent of visitors could be susceptible to an airborne infection.” ” April 23, 2013 http://ﬁlmmakermagazine.com/68303-pod-wants-to-know-you/#.UwK2AUJdVan pod (personal on-demand)
BODY/MIND/CHANGE pod (personal on-demand)
pod (personal on-demand)
kay (personal on-demand)
pod (personal on-demand)
pod (personal on-demand)
pod (personal on-demand)
simulation 3 complete
the mantle clinic… Dead ringers The Mantle Brothers
bmc labs facebook
udemy mooc biotech online course
biotech online course
Murdin Biotechnology Consulting Inc advised on the BioNanoHybrid curriculum. According to Andrew Murdin, Pres., the course material is about 85% real. Wonder what will happen if someone stumbles on this & thinks the last 15% is bonaﬁde… ! biotech online course
BODY/MIND/CHANGE max renn - videodrome tumblr
max renn - videodrome twitter
max renn - videodrome
SOCIAL MEDIA ENGAGEMENT ‘merge with David Cronenberg by sharing your darkest desire’
SOCIAL MEDIA ENGAGEMENT
#BIOHAZARD BMC LABS TIFF bell Lightbox
Photo: http://www.xavierpop.com/2012/05/23/this-is-very-very-cool-tiff_net-celebrates-david-cronenberg-with-the-launch-of-the-ﬁrst-ever-original-touring-exhibition/ due to the ongoing/future life of this project, there is much more to share but not yet…. David wouldn’t like it
the Cronenberg body/mind/change Case Study is released under a NonCommercial ShareAlike Creative Commons license to be shared, remixed and expanded non-‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Anthea Foyer and/or Dr. Siobhan O’Flynn, and license your new creations under the identical terms. ! Images from third parties retain original copyright.
Get in Touch contactus TMC Resource Kit firstname.lastname@example.org tmcresourcekit.com the Cronenberg body/mind/change Case Study was prepared by: Dr. Siobhan O’Flynn
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