Case 02
/
LIVE + CULTURE
Create desire before the proof exists.
Founders were trying to create demand for a new cultural institution before they had a festival to show, while aligning artists, sponsors, donors, guests and a community with different definitions of success.
01 / Assessment
Desire before explanation.
The problem wasn’t lack of story. It was too many stories competing before anyone wanted the thing.
01 / Assessment
Desire before explanation.
The problem wasn’t lack of story. It was too many stories competing before anyone wanted the thing.
02 / Aperture
Music first. Place as multiplier.
Keep music as the headline. Let Park City’s mountains, food, hospitality, recreation and culture multiply the value of being here.
02 / Aperture
Music first. Place as multiplier.
Keep music as the headline. Let Park City’s mountains, food, hospitality, recreation and culture multiply the value of being here.
03 / Activation
Unlock the next dependency.
Origin film first for artists, sponsors and partners. Consumer and local layers follow as each new proof point gives the organization permission to say more.
03 / Activation
Unlock the next dependency.
Origin film first for artists, sponsors and partners. Consumer and local layers follow as each new proof point gives the organization permission to say more.
THE SYSTEM
BELIEF
BEFORE PROOF
ASSET 01
ORIGIN FILM / COMPLETE
PHASED
STORY / AUDIENCE BY AUDIENCE
First you want to go. Then you understand why it matters. Then you want to be part of building it.
THE NARRATIVE SEQUENCE
THE SYSTEM
BELIEF
BEFORE PROOF
ASSET 01
ORIGIN FILM / COMPLETE
PHASED
STORY / AUDIENCE BY AUDIENCE
First you want to go. Then you understand why it matters. Then you want to be part of building it.
THE NARRATIVE SEQUENCE
THE SYSTEM
BELIEF
BEFORE PROOF
ASSET 01
ORIGIN FILM / COMPLETE
PHASED
STORY / AUDIENCE BY AUDIENCE
First you want to go. Then you understand why it matters. Then you want to be part of building it.
THE NARRATIVE SEQUENCE