RE:FRAME – Audience Engagement in the Attention Economy
Audience is a buzzword again. But no longer is it just bums on seats (or eyeballs on screens) – we’re talking data, demand and drivers; changes in a screen and broadcast industry that is coming to grips with ‘big data’ and human-centred design, that are likely to have a serious impact over the coming decades.
Our third Re:Frame event seeks to unearth new thinking and to consider questions about how new technologies, new platforms and new demands are changing the ways that we conceive and create content. What do these rapid and dramatic shifts mean for Australian creatives today? And what new challenges do we face? What opportunities arise from this fast moving, digitising and increasingly global marketplace for stories?
Featuring keynotes from ‘data whisperer’ Elisa Choy and ACMI’s experience guru Seb Chan, and a panel of industry innovators to chew over the implications for creative and business practices, join us to discuss the challenges and opportunities for Australian storytellers and audiences in this volatile digital age.
Interstate or can’t make the date? Re:Frame will be available on live stream and catch-up via our Facebook page.
AFTRS Re:Frame program is designed to engage the sector in a future-focused conversation, to bring the best and brightest minds from across the creative and business sectors to provide insights and inspiration about the future, and to encourage debate about how we can better play our part in the growth of the Australian creative economy.
KEYNOTE: Everything We Need to Know About Big Data
Elisa Choy, Founder & Principal of Strategic Data Central (AKA the Data Whisperer), leads us through questions of big data – what can it tell us? What is it telling us? What can we learn?
KEYNOTE: Human Centred Design Thinking
Seb Chan, Chief Experience Officer at ACMI explores how data and behaviours can lead to insights about audience experiences and engagement.
PANEL: Engagement in the Attention Economy
Ashley Chang (YouTube), Bec Bignall (Rural Rooms), Kate Hodges (Shark Island Institute) and Georgia Rowe (ABC) give their perspectives of the challenges and opportunities for screen storytellers in a digital age, ranging from technology, trends and innovation to culture and creativity, international and regional.
Elisa is the Data Whisperer. She translates maths to English to turn data into decisions. She has an uncanny ability to use data, insights and advanced analytics to tell a compelling story, in an engaging way.
She has worked across retail, grocery, FMCG, financial services, marketing, advertising, and petrol and convenience. She understands consumers through data. She has worked with Australia’s leading brands, large and small companies from SMEs to ASX10.
She’s an economist and merchant banker before becoming an analytics expert – she loves numbers and data. And after 16 years in corporate and executive roles, she listened to her calling to be an entrepreneur and started her own data analytics consulting firm, Strategic
While she’s always been a data nerd, she harmoniously combines creativity and innovation to bring Creative Intelligence to solve business and social challenges.
She is excited to share her expertise and thinking on how Big Data impacts the future of the Australian filmmaking, particularly funding and profitability. She will share some ‘nuggets’ about how she has used big data and AI in arts, culture and TV. Her recent work used AI to predict the winner of The Voice 2019. She’s even picked who should be the next judge for MasterChef Australia. She brings energy, enthusiasm and smarts to data.
Behind the Data Whisperer is also a proud mother of twin girls. She is passionate about empowering women and girls to be their best without boundaries. She regularly speaks about Data and AI as the Data Whisperer, and recently started speaking about diversity and inclusion, sharing her more emotional and less data related stories.
As an avid consumer of entertainment, she wants to see Australia produce more quality content again, using the power of data and AI to uncover creative intelligence.
While Hollywood can own film history, Australia can own its future, through engaging audiences with compelling content and produce the next big Priscilla Queen of the Desert.
Seb Chan is Chief Experience Officer at the Australian Centre for the Moving Image in Melbourne. He is responsible for holistic experience design and oversees teams responsible for visitor experience, marketing, brand & communication design, digital products, ICT, as well as the museum’s collections, digitisation & digital preservation programs.
Prior to this he led the digital renewal and transformation of the Cooper Hewitt Smithsonian Design Museum in New York (2011-2015). At the Cooper Hewitt he also led experiments in the acquisition of digital design including the first ‘App’ to enter the Smithsonian’s permanent collection. He drove the Powerhouse Museum’s pioneering work in open access, mass collaboration and digital experience during the 2000s. He has also worked as a museum consultant with institutions across North America, Europe and Asia. His work has won awards from American Alliance of Museums, One Club, D&AD, Fast Company and Core77.
He is an Adjunct Professor, School of Media and Communications, in the College of Design and Social Context at RMIT, and is a member of the international advisory board of Art Science Museum (Singapore), and advisory committees for the National Museum of Australia, Hammer Museum at UCLA (USA), and the Exploratorium (USA), National Heritage Board of Singapore, and is a board member of Diversity Arts Australia. He is an alumni of the Getty Leadership Institute and Salzburg Global Seminar, and also leads a parallel life in digital art and electronic music.
Bec is a creative who specialises in audience centred storytelling and is passionate about recycling content for multiple platforms. In 2016 she co-founded new media production company Cockatoo Colab with Dr Marius Foley (RMIT) and she’s worked in film, media and marketing for over ten years, most recently as the Partnership Executive at the ABC.
Raised on a farm in Western Australia, Bec is a champion for regional Australia and the Founder of Rural Room, an online creative hub designed to nourish creative aspirations in the bush. She’s the Producer of dually purposed short form series, 600 Bottles of Wine (BBC and Network Ten), creator of the regional fictional web series Rain Dance, and an associate producer of Visible Farmer, a 15-part web series putting a face to the incredible women of agriculture. In 2018 Bec was named in the Australian Financial Review 100 Women of Influence.
Ashley Chang is the APAC Culture & Trends Lead at YouTube where he tries to understand popular culture by understanding what’s popular on YouTube. Prior to joining Google he was foundation Editor-in-Chief of pop culture website Pedestrian, Senior Editor of ABC iview and a Social Media Lead for ABC Television. He holds an EMBA from the University of Technology Sydney and has been enlisted as a cultural expert for the Sydney Morning Herald and triple j’s Hack. He has written about pop culture for the likes of Dazed and Confused and Monster Children magazine and hosted a pop culture podcast called The Walkthrough as well as a recurring pop culture segment on FBi radio. He has also delivered keynotes on the topic of digital media for events and institutions such as UNSW, MusicNSW, VidCon, The Festival of YouTube and Publishers Australia.
Georgia is a HCD designer and leader with 14 year’s experience working in media. She currently works as a Senior Service Designer in ABC’s Content Innovation team and is exploring underserved audiences, new storytelling formats and future ways of working.
Over her career Georgia has designed news, educational, entertainment and lifestyle products and services to help organisations including the BBC, Virgin Media, ABC, SBS and nineMSN re-frame their audience experience and editorial workflows.
She’s passionate about working in multi-disciplinary teams with content creators to tackle complex audience and business problems. She uses HCD research methods to identify and re-frame problems in order to create useful, intuitive and desirable experiences for audiences. Georgia is a big believer in co-creating experiences with audiences, content makers and stakeholders/clients to ensure they meet expectations and deliver measurable outcomes.
Georgia is currently doing a Masters in Design Futures exploring HCD in media, is Editor for This is HCD podcast’s written content and is a guest teacher.
Kate Hodges has worked in the Australian film and television industry for over 25 years for some of Australia’s most prestigious current affairs programs, ABC television’s documentary department and as an independent producer. Some highlights include the Walkley Award finalist and Logie nominated documentary After the Deluge, The Valley with journalist Paul Lockyer and a recent stint making environmental films with Simon Nasht – I Can Change Your Mind About Climate and Ten Bucks A Litre.
She was one of the producers of the theatrical documentary Frackman and spearheaded the innovative grassroots distribution and impact strategy that drove the box office success of the film.
On the back of the success of Frackman and motivated by the potential of creating real conversation and community around documentaries, Kate oversaw the release and outreach strategies for a range of social issue films through the Screen Australia backed enterprise Screen Impact.
She’s continued her work in the impact sector this year as Director of Impact and Strategy at Shark Island Institute, managing the Good Pitch Australia slate of 18 feature docs. Creating great content and finding meaningful ways to connect with audiences is what keeps her hard at work.
Richard Harris is a film executive with more than twenty-five years’ industry experience.
He is currently producing Gracie Otto’s documentary Under the Volcano, alongside WA filmmaker Cody Greenwood. The film is about George Martin’s legendary Air Studios Monserrat, and is in post-production in Sydney.
While producing and developing projects he also works as a partner with the creative consultancy firm 113 Partners, which provides business, strategic and creative advice to screen companies and organisations.
Over the past ten years he has held executive positions at Screen Australia and the South Australian Film Corporation, where he was Chief Executive for eight years. He has helped develop, finance and release numerous feature, television and documentary projects over that time including Snowtown, Shut Up Little Man, 52 Tuesdays, The Babadook, Danger 5 and Hotel Mumbai which premiered at the Toronto International Film Festival in September 2018.
He has lectured in media policy at Sydney University and is the author of the 2007 Platform Paper Film in the Age of Digital Distribution.