RESEARCH & ANALYSIS
1. NARRATOLOGY
In order to develop a successful campaign we need to submerge in the IP plot structure, narrative and context.
Genre
The episode has two main genres. Science fiction and thriller, both of them are characteristic of the Black Mirror franchise.
Science Fiction is a genre that consists on speculating on the human nature, its potential and its future technologies. Usually, it has a Social Commentary behind it, this provides ways to explain society and its behaviour. This is presented on the moral technological dilemma that the episode present and the introduction to unknown technologies.
Thriller is a genre that consists on maintaining the audience cliff-hanging or always at the edge of their seat waiting for the climax. Most of the times the main character is placed in menacing situations that arise the tension. Life its always threatened. Nanette and the USS Callister crew are constantly threaten by Robert Daly, as well their mission is a big cliffhanger in the story.
(ANGELA, 2017)
(AMC NETWORK, 2012)
Narrative
We are presented with a linear occidental narrative. There is use of flashbacks to explain back story (Tommy’s lollipop) but most of the time the story events are in chronological order. As well, the plot takes a different twist by making the audience empathize with the villain in the first act by falsely introducing him as a victim or a potential hero.
POV
In this episode we are presented with a third person limited point of view. This means, that we are seeing the episode from the perspective of an ideal observer. We are not being talked to directly, or we are in the shoes of any main character. As well, it’s limited, due to the fact that we cannot read any of the characters mind, or know their exact intentions.
Archetype
The Hero: Nanette
The Hero’s function is to serve and sacrifice.
Mentor: Shania
The Mentor’s function is to guide.
Shadow : Asteroid Belt
The Shadow’s function is to destroy.
Ally : Walden
The Ally’s function is to assist.
Shapeshifter : Robert Daly
The Shapeshifter’s function is to question and deceive.
Trickster : Nanette (Real Life)
The Trickster’s function is to disrupt.
Threshold Guardian : Waking up in a new reality. USS Callister MOD
The Threshold Guardian’s function is to test.
Herald : The Christmas Patch
The Herald’s function is to warn and challenge.
Reception
The episode currently has 94% percent in Rotten Tomatoes maintaining an overall positive public perception. Most of the reviewers praise the parallels with the topic of males in abusive positions of power and the current #metoomovement, meanwhile others thought that the most astonishing part was the twist In the set up. As well, overall the quality and pacing of the episode seems refreshing for the 2017 audience. Some reviewers stated the following:
It raises some prescient, topical points about how men in power abuse their positions of authority.
Tristram Fane Saunders
Daily Telegraph (UK)
What I liked most about "USS Callister," which makes for an exceptionally strong start to this new season, was the nasty, winking twist of its set-up.
David Sims
The Atlantic
It's too simple to say that "USS Callister" is the hour of television we needed at the end of 2017. But it certainly was quite welcome.
Liz Shannon Miller
indieWire
(ROTTEN TOMATOES, 2017)
Plot Structure
2. HERMENEUTICS
There are six hermeneutic codes which we used as tools to select the ways we will dive deeper in with migratory cues in our campaign.
Cultural
What is the people’s opinion on Infinity?
How is it like to work on Callister?
What kind of geek culture is behind the Space Fleet fan base?
How is the work dynamic in Callister?
What do other people outside Callister think of Robert Daly?
Chronological
Has any other person been placed in the USS Callister Mod before the episode? What did Gillian from marketing did to be placed in the game?
Geographical
Where is Callister HQ and how does it look like?
How does the Space Fleet fictional universe looks like?
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Ontological
How does the Infinity game controller work? How did the Space Fleet universe was created?
Environmental
What other things does Robert Daly have on his fridge? How does the rest of Infinity looks like? Which alien drinks exist on the alien world?
Character
What are Robert Daly’s moral limits?
Which other Space Fleet fantasies has Robert Daly had?
How does Gillian from marketing deal with being a monster?
3. High Concept
Our approach to your IP. Accounting your target audience and relevant platforms.
Story
Callister Inc has prepared a launching campaign for their new game, “Infinity”. Gillian, marketing executive, and Ciaran,Community manager, planned to release 50 beta keys (early access to the game), but due to problems with Robert Daly (one of the lead partners in the company), the giveaway got postponed and changed to invite 50 people to the premiere of the game. With the pass of time, the conflicts still arised, and Ciaran got fired. Meanwhile, the event took place, and with an especial surprise, Robert Daly, invited Space Fleet drinks to everyone! Days pass by, and we can see that Infinity social media seems different. Like if someone was asking for help. One of the vloggers, (Eva Eleven) who got invited is following everything very closely. It seems that something suspicious is happening, everything is pointing, at Robert Daly. With the events that happen in Black Mirror’s USS Callister, we learn the truth about Robert Daly and his death. Being trapped in his computer, filled by thoughts of anger and vengeance he decided to trap everyone from the event (he got their DNA from their drinks). At the conclusion of our narrative, we can see how Ciaran is also trapped and is asking for help to Eva Eleven.
Goal
The campaign focuses on getting people excited for a game but it ends in the episode’s premiere. We want to create a real buzz around the episode and also elaborate in the story. There is two hype points in the campaign that we want to exploit, the middle (Revealing that the Infinity game is an actual Black Mirror episode) and end (Revealing the normal people as avatars in Robert Daly’s mod). At the end, the audience can have more information about: the game, Robert daly, Gillian, Ciaran(new character), Eva (new character) and the Infinity campaign. We want them to question the ethics of online consumption. We want our audience to talk about the craft and detail that the production team of Black Mirror put into this campaign.
Experience
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We are developing a launching campaign for the Infinity game.
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This involves Robert Daly, Callister’s Marketing team, one fake influencer and real life interaction with the public.
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We start with a normal “traditional” campaign for the game, we will post content on Social Media, and fake documentaries on the elaboration on it.
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The campaign was supposed to have as climax a Beta Key (Early Access to the Game) giveaway, which will later transform into a conflict between Robert Daly and the marketing team due to time and schedule differences, that we will be able to see through Social Media. Since Robert Daly is crazy about his in-game power, he decides to trap the marketing team in the game, with the participants of the giveaway.
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Throughout the story one of the vloggers (Eva Eleven) will récord the whole story arc, and post it throughout their social media.
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We will also expand on the Space Fleet fictional IP with a web series, webcomics and merchandise, since it will be mentioned by the Callister Team.
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By the end of the experience we want the audience, to see with their eyes and experience what it’s like to see yourself being trapped and tortured by an egomaniac personality as Robert Daly, we will show this by a mail that he will send to them, to show them how he tortures their in-game avatar.
Transmedia map
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Premise
You never know the risk of online and technological interactions. It can always go too far.
Target Audience
The majority of Black Mirror audience are young adults (17 or under, to 24). (CRIMSON HEXAGON, 2018)
Platform/Channels
Internet
Website
Youtube
Live event
Street/real life
