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Go behind the scenes to learn from Sundance Advisors in our new Conversations from the Labs series. This collection of videos will deepen your understanding of all the creative disciplines that are supported through our Labs including Feature Film Directing and Writing, TV Writing, Emerging Media, Documentary, Producing, Film Music, and Theatre. with many of our Lab advisors.

What does an artist need to understand while identifying the needs of their audience? Moderated by Ruthie Doyle, Director of Emerging Media at Sundance Institute, this video from the 2020 New Frontier Story Lab features Advisor Jonny Freeman as he applies his 25 years of experience in psychology, marketing, and digital media to address the question of how to create impactful experiences and predict the behavior of future audiences. His presentation covers the framework for meaningful analysis and incorporating feedback, followed by a Q&A session and a conversation with Producer Sarah Ellis on reconciling the nature of creativity with the nature of research.

More conversations in this series include Iterative Practice and Collaboration, Lullabies for AI, and Building Characters, Emotion, and Story.

Jonny Freeman is a leading expert in digital media, consumer and audience psychology. Using psychology research methods, he has developed and applied a body of knowledge to optimise digital media products and services, focusing on user experience, and the effectiveness and impact of communications. In his 25+ years of experience, Jonny has been instrumental in identifying the needs of immersive media audiences and he has consulted widely with the creative industries to recognise business opportunities arising from transformative technologies, such as immersive, personalisation and 5G. more...
Sarah Ellis is an award-winning producer currently working as Director of Digital Development for the Royal Shakespeare Company to explore new artistic initiatives and partnerships. The latest partnership for the RSC is the Audience of the Future Live Performance Demonstrator funded by Innovate UK - a consortium consisting of arts organisations, research partners and technology companies to explore the future of performances and real-time immersive experiences. more...

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