USC Cinematic Arts

USC 5D Institute creative director Alex McDowell will be appearing at our partner X Media Lab's Transmedia event in Lausanne Switzerland, September 27-29, at the Ecole Cantonale D'Art de Lausanne.

X Media Lab Switzerland 'Transmedia' is Switzerland's must-attend digital, cultural and creative industries event of 2013.

X Media lab is the internationally acclaimed creative industries event.  XML creates a meeting place uniquely designed to assist people and companies to realize unique new forms of transmedia and interactive cultural content, through masterclasses, concept development, business matching, and direct access to a world-class network of creative professionals.

X Media Lab describe Transmedia like this:

Transmedia is “the vanguard process of conveying messages, themes or storylines to a mass audience through the artful and well-planned use of multiple media platforms and brand extension that creates intense audience loyalty and long-term engagement, enriches the value of creative content and generates multiple revenue streams.” (Jeff Gomez, 2013)

The platforms used by transmedia projects can include: tv, film, books, comics, alternate reality games, video games, real-life events and performances, websites, apps, augmented reality, social media, location based services, computer game mechanics, music, toys and more.

Transmedia techniques are used in fields as diverse as television,film, marketing, advertising and public relations, corporate andbrand narratives, and in education, activism and geo-political implementations.

Put simply – transmedia is the hottest topic in the digital culture, screen, media and entertainment industries right now – and you need to be across it.

Alex will be bringing his specialized knowledge of world building as the narrative design backbone of cross media storytelling to the discussion, in both a laboratory and a masterclass on the practice and philosophy of world building, based on his teaching at USC Cinematic Arts.


  • Speaker:
    Alex McDowell RDI
    Creative Director,; Professor, USC SCA; Director, World Building Media Lab, World Building Institute