emurgo-img-logo-header

Jérémie Grandsenne

TOMORROW'S STORY
Emurgo

Communication line

Creative Director: See position proposition >

TOMORROW'S STORY
Emurgo

Communication line

Creative Director > See position proposition

Object

Object

The presentation below proposes a general conceptual and creative direction for Emurgo's communication: Tomorrow's Story.

This general direction is developed into 3 sorts of approaches: Associations, Creations, Fictions.

For each approach, examples are given of how it could be applied to actual productions.

This presentation's object is to serve as a first basis for discussions between Emurgo and Jérémie Grandsenne, and as an element to evaluate the relevance of working together, by integrating Jérémie Grandsenne to Emurgo's team as its Creative Director.

It doesn't constitute a final project.
If used in production, the ideas and applications developed for Tomorrow's Story are open to be redrawn, complemented, or even dismissed on the way, and are in any case subject to discussions with Emurgo and with the relevant teams.

If retained by Emurgo, the ideas and applications developed for Tomorrow's Story come with their author, and should not be used otherwise.

The presentation below proposes a general conceptual and creative direction for Emurgo's communication: Tomorrow's Story.

This general direction is developed into 3 sorts of approaches: Associations, Creations, Fictions.

For each approach, examples are given of how it could be applied to actual productions.

This presentation's object is to serve as a first basis for discussions between Emurgo and Jérémie Grandsenne, and as an element to evaluate the relevance of working together, by integrating Jérémie Grandsenne to the Emurgo team as its Creative Director.

It doesn't constitute a final project.
If used in production, the ideas and applications developed for Tomorrow's Story are open to be redrawn, complemented, or even dismissed on the way, and are in any case subject to discussions with Emurgo and with the relevant teams.

If retained by Emurgo, the ideas and applications developed for Tomorrow's Story come with their author, and should not be used otherwise.

Context

Context

1. GOAL: CARDANO WANTS TO BE GLOBAL

The image is Ouroboros surrounding the world:
- Business-wise global, active through numerous applications and use-cases
- Geographically global, active in every place
- Timewise global: already real and future-proof

2 - SITUATION: BLOCKCHAIN AND CARDANO ARE CURRENTLY OVER-LOCAL

- Blockchain technology is currently very specialized, therefore very localized.
- Blockchain's use-cases are also very specific: finance, e-identity, supply chain…
- Cardano is even more localized, being a specific protocol inside this localized technology for localized use-cases.
- Being the business arm of this specific protocol of a specific technology, Emurgo is even more localized.

3 - CONCLUSION: WE NEED TO TURN THIS OVER-LOCALIZED PRESENCE INTO AN IMAGE OF GLOBALITY

Through communication, Emurgo’s current very localized existence must turn into an image of globality and a promise to be active:
- Business-wise in every way
- Location-wise in every place
- Time-wise at every time

1. GOAL: CARDANO WANTS TO BE GLOBAL

The image is Ouroboros surrounding the world:
- Business-wise global, active through numerous applications and use-cases
- Geographically global, active in every place
- Timewise global: already real and future-proof


2 - SITUATION: BLOCKCHAIN AND CARDANO ARE CURRENTLY OVER-LOCAL

- Blockchain technology is currently very specialized, therefore very localized.
- Blockchain's use-cases are also very specific: finance, e-identity, supply chain…
- Cardano is even more localized, being a specific protocol inside this localized technology for localized use-cases.
- Being the business arm of this specific protocol of a specific technology, Emurgo is even more localized.


3 - CONCLUSION: WE NEED TO TURN THIS OVER-LOCALIZED PRESENCE INTO AN IMAGE OF GLOBALITY

Through communication, Emurgo’s current very localized existence must turn into an image of globality and a promise to be active:
- Business-wise in every way
- Location-wise in every place
- Time-wise at every time

Perspective

Perspective

GLOBAL MULTIPLICITY

1. GLOBALITY
- To develop this global image, we must create a notion of globality, and maintain global consistence through the whole communication
- To unite Emurgo's communication, this global image must also serve to create a synergy between Emurgo's various departments

2. MULTIPLICITY
Inside this federating globality, we can develop multiplicity:
- Because the global will also be made of countless various local elements all together, all having something in common: Cardano
- Because developing variety will allow for a much more open, creative and seducing communication

3 - PERSPECTIVE
To create a notion of globality we must:
- Develop a message of Cardano's globality in the content
- Develop a sense of Cardano's globality through communication's consistence as a whole
- Develop a feeling of Cardano's omnipresence through multiplicity

To create multiplicity we can:
- Develop a variety of consistent narratives
- Gather a variety of creative approaches
- Use a variety of supports

4 - MUST DO
Our constant obligations are:
- Clarity
- Consistence
- Seduction
- Grace
- Having fun in the process

GLOBAL MULTIPLICITY

1. GLOBALITY
- To develop this global image, we must create a notion of globality, and maintain global consistence through the whole communication
- To unite Emurgo's communication, this global image must also serve to create a synergy between Emurgo's various departments

2. MULTIPLICITY
Inside this federating globality, we can develop multiplicity:
- Because the global will also be made of countless various local elements all together, all having something in common: Cardano
- Because developing variety will allow for a much more open, creative and seducing communication

3 - PERSPECTIVE
To create a notion of globality we must:
- Develop a message of Cardano's globality in the content
- Develop a sense of Cardano's globality through communication's consistence as a whole
- Develop a feeling of Cardano's omnipresence through multiplicity

To create multiplicity we can:
- Develop a variety of consistent narratives
- Gather a variety of creative approaches
- Use a variety of supports

4 - MUST DO
Our constant obligations are:
- Clarity
- Consistence
- Seduction
- Grace
- Having fun in the process

Project

Project

Tomorrow's Story

TOMORROW'S STORY is telling the story of tomorrow's world globally using Cardano.
TOMORROW'S STORY is telling many smaller stories to tell this great story, like a polyphonic novel of a near, realistic future.
TOMORROW'S STORY is inviting you to be part of this world, and add your own story to this global novel.

Communication would explore these directions to globalize Emurgo's image through a time-space-field globality, following 3 general approaches:

- ASSOCIATIONS
Widen Emurgo's image by associating it to other fields, such as art, and to other times, such as future but also past (think Ouroboros)

- CREATIONS
Attract, seduce, surprise, gather, by creating our own art and communication forms like we create our own blockchain

- FICTIONS
Use fictions to tell the story of Cardano's globality, benefits and future-proof proposition

Tomorrow's Story

TOMORROW'S STORY is telling the story of tomorrow's world globally using Cardano.

TOMORROW'S STORY
is telling many smaller stories to tell this great story, like a polyphonic novel of a near, realistic future.


TOMORROW'S STORY
is inviting you to be part of this world, to add your own story to this global novel.


Communication would explore these directions to globalize Emurgo's image through a time-space-field globality, following 3 general approaches:

- ASSOCIATIONS
Widen Emurgo's image by associating it to other fields, such as art, and to other times, such as future but also past (think Ouroboros)

- CREATIONS
Attract, seduce, surprise, gather, by creating our own art and communication forms like we create our own blockchain

- FICTIONS
Use fictions to tell the story of Cardano's globality, benefits and future-proof proposition

Associations

Associations

ASSOCIATING EMURGO TO OTHER FIELDS AND OTHER TIMES

1. GENERAL IDEA
- The goal is to turn Emurgo's current over-localized actual existence to an image of globality and universality
- The process, is to widen Emurgo's image by associating it to other fields, such as art, to other times, such as future but also past, and to diverse parts
of the world:

- We extend Emurgo's fields of presence through associations with other fields like art, using the artworks as a multiplicty of narrative directions that will extend Emurgo and Cardano's main narrative
- Through art and other fields, we extend Emurgo's time of existence, adding future times but also past times to its present existence, to realize Ouroboros' total time promise
- We extend Emurgo to various geographical spaces, for instance by using artistic images or signs belonging to diverse space zones and cultures: images from modern and contemporary western abstract art, from Japanese ukiyo-e, ancient Greek art, American comics imagery, Indian art, 18th Century French etchings, Aborigene land paintings…
- These images are always secondary relatively to tthe main narrative, but always extend the presence and add many stories
- We can even use non-artistic images, as long as they extend the evocation landscape: astronomy photos, North Pole pictures, volcanos, scientific images such as flowers pictures or microscopic movements, detailed maps of specific regions of the world…
 

ASSOCIATING EMURGO TO OTHER FIELDS AND OTHER TIMES


1. GENERAL IDEA
- The goal is to turn Emurgo's current over-localized actual existence to an image of globality and universality
- The process, is to widen Emurgo's image by associating it to other fields, such as art, to other times, such as future but also past, and to diverse parts of the world:

- We extend Emurgo's fields of presence through associations with other fields like art, using the artworks as an infinity of narrative directions that will extend Emurgo and Cardano's main narrative
- Through art and other fields, we extend Emurgo's time of existence, adding future times but also past times to its present existence, to realize the Ouroboros total time promise
- We extend Emurgo to various geographical spaces, for instance by using artistic images or signs belonging to diverse space zones and cultures: images from modern and contemporary western abstract art, from Japanese ukiyo-e, ancient Greek art, American comics imagery, Indian art, 18th Century French etchings, Aborigene land paintings…
- These images are always secondary relatively to tthe main narrative, but always extend the presence and add many stories
- We can even use non-artistic images, as long as they extend the evocation landscape: astronomy photos, North Pole pictures, volcanos, scientific images such as flowers pictures or microscopic movements, detailed maps of specific regions of the world… 

zwirner
pettibon
Bridget Riley Royal Liverpool University Hospital 1983
eveblakeok
Traditional_20Indian_20Art_20-_20Chaturbhuj_20Ganapati_20-_20Ganesha_20Painting_20Collection_8b86bdd5-73a6-4029-8c60-aa6ff9e7d3f6
1-hundred-leaved-rose-pierre-joseph-redoute

2. EXAMPLE OF ASSOCIATION: ARTWORKS IN A PRESS RELEASE
- There is a « so nice! » benefit: artworks are beautiful, Emurgo is beautiful. Pictures add a high seduction effect.
- There are many ways to use artworks as a visual evocation of a global blockchain ecosystem.
Example: abstract paintings showing abstract networks, or abstract shapes that are not literally evocating a network, but that can be associated to it.

BarnettNewman-ShiningForth1
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larger

- These artworks can be a supplementary narration added to the first, main narrative that is Emurgo’s main proposition and Cardano’s main value.
- For instance, think of Edward Hopper’s daily life paintings: they are evocative of a defined time and space, America in the 20’s - 50’s, and they also add the artist’s own vision to the defined narrative. If we were an American company of this time and wanted to communicate on this aspect, we could use Hopper's paintings and narratives.
- Instead, we can add exciting artworks of today, that would add the artists’ visions to Emurgo’s main narrative.
- The artworks can mix figurative scenes with possibly abstract exciting movements and colors.
- They should be universal enough to be appreciated by not artistically specialized people (« easy » enough), and at the same time surprising enough for a waw effect.
-  There is a « so cool! » benefit. Emurgo is cool.

-110_sparrow-hawk-35x27cm-v-web-550-huile-sur-toile-2018
STELLA+SUJIN_2014_Eternite+rose_aquarelle+sur+papier_36+x+48cm
volcano devil

Creations

Creations

CREATING OUR OWN ART & COMMUNICATION FORMS

1. GENERAL IDEA
- Widen Emurgo and Cardano's field of action and field of creativity
- There is a « so creative! » benefit. Feeling: Emurgo is creative, Cardano is creative.
- The message would be a communication on Cardano or Emurgo, either generally (Cardano's benefits), either on specific points (new implemented feature, specific news).
- This is such a widely open door to so many creative ways.
- I will happily take care of these

2. EXAMPLE OF SUCH CREATIONS: THE NETFLIX TRAILER VIDEO

3. OTHER EXAMPLE OF SUCH CREATIONS: "EMURGO DREAMS", A SERIES OF SHORT ARTISTIC / ANIMATED VIDEOS

- We would create short, exciting videos, using artworks, movement, eye candy, music… 

- People would love these videos, and associate Cardano / Emurgo to « I love their videos ».
- People would share the videos, therefore increasing followers and exposure.
- People wouldn't want to miss the next episode, therefore increasing loyalty.
- This would completely differentiate Emurgo and Cardano from other propositions in the blockchain ecosystem, create a strong identity, and build a strong capacity to seduce new audiences.

- We would release the videos at a regular pace (for instance monthly or every two months), to create excited awaiting of the next one.
- We would give this regular creation a generic name, for instance « Emurgo dreams », and be able to announce « this month’s Emurgo dream ».
- We would have an online place to gather them all (website section)
- These videos could also use, reappropriate, and animate artworks from the past, almost in a "subtle meme" way, to play on a « Cardano was already there forever, waiting in the lines » feeling: witty Ouroboros.

4. OTHER EXAMPLE OF SUCH CREATIONS: STILL PICTURES

- Same proposition as above, creations or reappropriations, only still pictures instead of videos

CREATING OUR OWN ART & COMMUNICATION FORMS

1. GENERAL IDEA
- Widen Emurgo and Cardano's field of action and field of creativity
- There is a « so creative! » benefit. Feeling: Emurgo is creative, Cardano is creative.
- The message would be a communication on Cardano or Emurgo, either generally (Cardano's benefits), either on specific points (new implemented feature, specific news).
- This is such a widely open door to so many creative ways.
- I will happily take care of these


2. EXAMPLE OF SUCH CREATION: THE NETFLIX TRAILER VIDEO


3. OTHER EXAMPLE OF SUCH CREATIONS: "EMURGO DREAMS", A SERIES OF SHORT ARTISTIC / ANIMATED VIDEOS

- We would create short, exciting videos, using artworks, movement, eye candy, music… 
- People would love the videos, and associate Cardano / Emurgo to « I love their videos ».
- People would share the videos, therefore increasing followers and exposure.
- People wouldn't want to miss the next episode, therefore increasing loyalty.
- This would completely differentiate Emurgo and Cardano from other propositions in the blockchain ecosystem, create a strong identity, and build a strong capacity to seduce new audiences.

- We would release the videos at a regular pace (for instance monthly or every two months), to create excited awaiting of the next one.
- We would give this regular creation a generic name, for instance « Emurgo dreams », and be able to announce « this month’s Emurgo dream ».
- We would have an online place to gather them all (website section)

- These videos could also use, reappropriate, and animate artworks from the past, almost in a "subtle meme" way, to play on a « Cardano was already there forever, waiting in the lines » feeling: witty Ouroboros.

4. OTHER EXAMPLE OF SUCH CREATIONS: STILL PICTURES
- Same proposition as above, creations or reappropriations, only still pictures instead of videos

pierro cardano
traînée-bleue emurgo

5. CREATORS
- Both videos and still pictures, I will happily take care of these.
- We can also invite creative filmmakers or visual creators as guests that would bring their own visual universe to our global line and message.
- I will happily propose guests.

5. CREATORS
- Both videos and still pictures, I will happily take care of these.
- We can also invite creative filmmakers or visual creators as guests that would bring their own visual universe to our global line and message.
- I will happily propose guests.

6 - SNS INTERACTION
- We can invite our followers to propose their own artworks, organize contests and select some to be published.

- If so, to avoid basic memes and boost people's creativity, we can add a couple of safety restrictions, such as "no text, only image or video".

6 - SNS INTERACTION
- We can invite our followers to propose their own artworks, organize contests and select some to be published.
- If so, to avoid basic memes and boost people's creativity, we can add a couple of safety restrictions, such as "no text, only image or video".

Fictions

Fictions

WRITE OUR OWN CARDANO-FICTIONS
- Part of the content creation, we would create short fictional exciting texts to depict a world using Cardano.
- I will happily take care of these

1 - CARDANO-FICTION SHORT STORIES
A. General lines
- Telling stories that use fiction to make us picture ourselves in a realistic future world globally using Cardano
- Like "Emurgo dreams", give these fictions a generic name to use in communication, such as "Cardano-Fictions": Check out our new Cardano-Fiction!
- Have an online place to gather them all (website section)
- The stories would mix educative elements (about Cardano's use-cases, for instance), narrative interest (what will happen?), and a dreamy aspect: shiny fancy details that make the reader dream of a future, like in a SF book / movie.
- Each story could be based on, and introduce, one specific Cardano business use-case.
- If we invent a new use-case or situation with a story around it every time we write a story, possibilities and narratives are endless.
- Still, for the reader’s pleasure, the business aspect should be more of a light touch, so that the main feeling is of the narrative's seducing and fun aspect.
- They would be middle-term futuristic short stories (example: in 20-30 years), distant enough so we can add some fancy futuristic exciting elements, while near enough from us to stay in the realm of the realistic, something we can picture ourselves in as real life
- To also emphasize the geographical omnipresence, these stories could take place in various places of the world, which would also add a strong dream & seduction perspective: an American restaurant, a Singapore appartment, a Thailand rice field, a Paris room, a Japanese shinkansen, a long-distance plane, an arctic mission, a Cuba cigars factory, a London club, a Korean smartphones company, a Philippines island…
- There could be a global story, with some recurring characters, to keep a global reader’s attention, and to allow for creating narrative motifs from one story to another, and open for more creativity in the whole.

B. Writing
- Fine writing is crucial.
- Always with a good hint of wittiness or fine humour: to be fun, to avoid nerdy serious, and because fine humour is always a very efficient mean of seduction.
- The stories would be short to keep reader’s focus.
- In as less words as possible, you get a sense of the main technical information or business proposition that is to be shared within the text.

- The rythm would be essential: dynamic writing, short dialogs with a dynamic rythm, a very musical writing, nothing requiring too much attention.
- Brevity is a key.
- Always generate a "so nice!" feeling

- One inspiring example of a fictional, smart evocation of a future time, is this old Pepsi commercial:

WRITE OUR OWN CARDANO-FICTIONS
- Part of the content creation, we would create short fictional exciting texts to depict a world using Cardano.
- I will happily take care of these.


1 - CARDANO-FICTION SHORT STORIES
A. General lines
- Telling stories that use fiction to make us picture ourselves in a realistic future world globally using Cardano
- Like "Emurgo dreams", give these fictions a generic name to use in communication, such as "Cardano-Fictions": Check out our new Cardano-Fiction!
- Have an online place to gather them all (website section)
- The stories would mix educative elements (about Cardano's use-cases, for instance), narrative interest (what will happen?), and a dreamy aspect: shiny fancy details that make the reader dream of a future, like in a SF book / movie.
- Each story could be based on, and introduce, one specific Cardano business use-case.
- If we invent a new use-case or situation with a story around it every time we write a story, possibilities and narratives are endless.
- Still, for the reader’s pleasure, the business aspect should be more of a light touch, so that the main feeling is of the narrative's seducing and fun aspect.
- They would be middle-term futuristic short stories (example: in 20-30 years), distant enough so we can add some fancy futuristic exciting elements, while near enough from us to stay in the realm of the realistic, something we can picture ourselves in as real life
- To also emphasize the geographical omnipresence, these stories could take place in various places of the world, which would also add a strong dream & seduction perspective: an American restaurant, a Singapore appartment, a Thailand rice field, a Paris room, a Japanese shinkansen, a long-distance plane, an arctic mission, a Cuba cigars factory, a London club, a Korean smartphones company, a Philippines island…
- There could be a global story, with some recurring characters, to keep a global reader’s attention, and to allow for creating narrative motifs from one story to another, and open for more creativity in the whole.

B. Writing
- Fine writing is crucial.
- Always with a good hint of wittiness or fine humour: to be fun, to avoid nerdy serious, and because fine humour is always a very efficient mean of seduction.
- The stories would be short to keep reader’s focus.
- In as less words as possible, you get a sense of the main technical information or business proposition that is to be shared within the text.
- The rythm would be essential: dynamic writing, short dialogs with a dynamic rythm, a very musical writing, nothing requiring too much attention.
- Brevity is a key.
- Always generate a "so nice!" feeling

- One inspiring example of a fictional, smart evocation of a future time, is this old Pepsi commercial:

 

- Ideally, these short stories would almost be haikus
- So we can also push this idea a step further:

2 - NEAR-FUTURE HAIKUS: CARDANHAIKUS!
- We can remove the literally futuristic aspect, and propose weekly haikus that are not necessarily direct presentations of Cardano, but remain in its global narrative universe, while absolutely having something witty, not too serious, charming and seducing.
- How about calling them "Cardanhaikus"? Check out our new Cardanhaiku!
- Have an online place to gather them all (website section)
Examples:

 

 

- Ideally, these short stories would almost be haikus
- So we can also push this idea a step further:

2 - NEAR-FUTURE HAIKUS: CARDANHAIKUS!
- We can remove the literally futuristic aspect, and propose weekly haikus that are not necessarily direct presentations of Cardano, but remain in its global narrative universe, while absolutely having something witty, not too serious, charming and seducing.
- How about calling them "Cardanhaikus"? Check out our new Cardanhaiku!
- Have an online place to gather them all (website section)
Examples:

 

On the self-driven car’s front seat
Your phone
Calls me

On the self-driven car’s front seat
Your phone
Calls me

At the entrance of the metro
You bip your phone on the machine
Happy birthday, it says

At the entrance of the metro
You bip your phone on the machine
Happy birthday, it says

Opening the window and looking at the sky
You remember a time without
Smart contracts

Opening the window and looking at the sky
You remember a time without
Smart contracts


3. SNS INTERACTION
- Additionally to these weekly haikus, we could invite followers to write their own using the hashtag #cardanhaiku, and publish one reader’s haiku every month
- Obvious benefits in brand loyalty building, and in followers recruitment

Summary: Tomorrow's Story

Summary: Tomorrow's Story

Go from local to global, through:

Associations, such as:
- Art & World images in PR


Creations, such as:
- Emurgo Dreams
- SNS: Emurgo Dreams contests


Fictions, such as:
- Cardano-Fictions
- Cardanhaikus
- SNS: Cardano-Fictions contests, Cardanhaikus contests

Go from local to global, through:

Associations, such as:
- Art & World images in PR

Creations, such as: 
- Emurgo Dreams
- SNS: Emurgo Dreams contests

Fictions, such as:
- Cardano-Fictions
- Cardanhaikus
- SNS: Cardano-Fictions contests, Cardanhaikus contests

And more

Seduce, Surprise, Convince, Gather

Seduce, Surprise, Convince, Gather

Improve exposure
Grow community
Strengthen loyalty

Improve exposure
Grow community
Strengthen loyalty

Expand influence