SapientNitro today announced the publication of Storyscaping: Stop
Creating Ads, Start Creating Worlds, authored by two of the agency’s
award-winning creative executives, Gaston Legorburu, worldwide chief
creative officer and Darren “Daz” McColl, global chief brand strategy
officer. Published by Wiley, Storyscaping reveals how companies
can harness changing human behavior to create interactive, immersive
experiences that excite, captivate and inspire, thereby creating a
deeper connection between brand and consumer. The book outlines an
innovative approach to storytelling that leverages the latest connected
techniques spanning brand communications, digital marketing and
experience, multi-channel commerce and technology.
"As a writer who covers the intersection of story and technology, I'm
always looking for a unique perspective on what the future holds," said
Frank Rose, writer, speaker and author of The Art of Immersion. "Storyscaping
brings that future to life, giving marketers the tools they need to
create an immersive world for their own consumers."
The book is based on SapientNitro’s Storyscaping® approach, and explains
how to leverage the entire experience space so brands create worlds, not
ads, by building not just compelling story lines, but
technology-enabled, always-on intelligent story systems. Evolved over
years of working with some of the world’s most influential brands, and
informed by SapientNitro’s thousands of connected creatives and
technologists, Storyscaping provides marketers with the tools to
move from “stories told” to “stories lived.”
“We wrote this book to offer business and marketing leaders a practical,
step-by-step guide for transforming their brand stories into worlds of
experience and consumer participation,” said Gaston Legorburu,
Storyscaping co-author and SapientNitro worldwide chief creative
officer. “We drew upon the collective talent of our people, our work
with clients, and interviews with legendary brand executives and
influential marketers to expose the processes, tools and environments
required to create immersive and intelligent story systems.”
This approach allows executives to fundamentally shift how they see
their brand in order to engage their customers in ways that traditional
advertising cannot. We see it as moving from an 8 crayon box to a 24
crayon box. It’s a transition from traditional storytelling (using words
and pictures in an imaginary space) to creating immersive experiences
where consumers get involved with brands in a physical or virtual space,
at the time and manner of their choosing. This possibility is enabled
through the intelligent deployment of technology. These additional
crayons, the new and increasingly innovative possibilities, will take us
from a story told to a story lived.
“SapientNitro is constantly testing new approaches in the cauldron of
real client work,” said Daz McColl, Storyscaping co-author and
SapientNitro global chief strategy officer. “Through this book we have
shared not only our approach and philosophy but our working model, and
very importantly some powerful real world examples.”
Published by John Wiley & Sons, Inc. the book is available for purchase
today through major booksellers. For more information, please visit www.storyscaping.com.
Comments about Storyscaping from brand and storytelling
luminaries include:
"Storyscaping is a unique and immediately applicable way for
a brand to tell their WHOLE story, across all the channels necessary. In
today's ever changing media landscape it is important for brands to get
the entire picture, not just a few pieces. This is a must read for
anyone in the marketing and media ecosystem."
--Nancy Hill, President and CEO, American Association of Advertising
Agencies
"I have known Gaston for years. He has always been a big advocate of
story and storytelling systems. In this book he reveals his in-depth
passion alongside a set of inspirational practices that will help us all
become better storytellers, better story-doers and better story-systems
builders.”
--Jonathan Mildenhall, Senior Vice President, Integrated Marketing
Content and Design Excellence, The Coca-Cola Company
"BRAVO Gaston Legorburu and Darren McColl. Storyscaping: Stop
Creating Ads, Start Creating Worlds is a blockbuster tale about
stories and the power they have to turn brands into stands. In a world
that is ad rich and idea poor, these authors are the heroes who will
save your job and career by giving you the ultimate tool for the next
generation of marketers: the great story."
--Joey Reiman, CEO, BrightHouse and Author of The Story Of Purpose
“As an actor and producer, I'm immersed in the world of storytelling.
Today's consumer expects more engagement and interaction with brands and
products.
Daz is one of the most insightful guys I know in the world of marketing,
and he and Gaston's work on Storyscaping will change the way we
look at telling stories to consumers long into the future.”
--Omar Epps, Actor, Producer, Media Entrepreneur
Wiley
Melissa Torra, 201-748-6834
Publicist
mtorra@wiley.com