Global creative shop Amplify has launched a new film investigating the different processes that brands go through when creating virtual worlds for their customers.
Escape Into: The Evolution Of Worldbuilding was directed by filmmaker, author and activist Bexy Cameron and features interviews with renowned creators and worldbuilders including Ali Mendes, senior vice president of creative affairs at Legendary Entertainment, known for Dune, Detective Pikachu and Enola Holmes; Kris Crockett, global brand director at LEGO Group; Judy Lee, head of global brand experiences at Pinterest, Liv Little, author and founder of gal-dem; and Jay-Ann Lopez, CEO and founder of Black Girl Gamers.
The film explores the key attributes of renowned artists, creators and entertainment giants that impact modern culture. It will air on Amplify’s dedicated digital worldbuilding hub and will be followed by a periodically released eight-part series of short films looking into how worldbuilding operates in different spaces including film, music and fashion.
For the series, more than 70 “worldbuilders and cultural visionaries” have been interviewed and profiled to explore how they place audiences at the centre of their worlds.
“Worldbuilding is a tool that writers, filmmakers, and entertainers have long used to create compelling and engaging narratives and environments for ideas, characters and stories to live in – and an approach that has never been more relevant for brand building now and in future,” said Jonathan Emmins, founder and global CEO at Amplify.
“As with much of Amplify’s work, with worldbuilding we draw as much inspiration from the culture and creative communities as we do from pioneering brands. Whether they are local or global, to be discovered or already iconic, we believe these pioneers lead the charge and provide valuable lessons for brands embarking on their own worldbuilding journeys.”
Legendary Entertainment’s Mendes, added: “Something I found with all material, whether it’s a giant piece of pre-existing IP, the most popular video game in the world or an original idea from a creator, it always leads back to a strong concept. You cannot build a world without a strong concept at the centre.”
