Opening scene: Everyone’s a sleuth now Act I: Mystery is engagement, not murder Act II: Layered worlds instead of single stories Mini case reference: Amos Rex x teamLab: Massless (2025) Act III: Your audience is the detective Act IV: Build characters, not just content Act V: Don’t just deliver content. Create a case Closing line
Myth used to mean something The flatlands of Brandland Think like a myth maker, even in a funnel The North remembers. Nordic brands channeling myth Write a myth, sell the shift The Gods are not gone. They’ve been rebranded
Welcome to the apocalypse (It’s branded) What makes story move people? (Literally and metaphorically) Anatomy of a story-driven behavior trigger Story element Marketing parallel Clear stakes (zombies) Problem agitation: what happens if they do nothing? Progress tracking (5K prep) Milestone mapping: visible transformation Sound design, audio characters Immersive brand voice: make it feel like a…