SESSION 15. BUILDING AN ONLINE IDENTITY

Having a website is not enough. For filmmakers and artists, using digital tools to create a recognisable and lasting identity online are becoming increasingly important. How do you make sure you and your work are defined and positioned correctly within a cross-platform conversation? How do you build brand in a digital world?

ALEX JOHNSON, Digital Strategist and Experience Planner

Alex spent two years freelancing within the commercial & music video world in London (including Radical Media, Partizan, Rose Hackney Barber) before joining Sally Potter’s production company Adventure Pictures where she headed up online outreach & New Media initiatives. Alongside devising tactics for low budget feature film promotion and cross-media project development for Endemol, Channel 4 & the ENO, she conceived The Spark Project, a social learning web application.

She then joined interactive marketing agency Deep Focus in LA as an Experience Planner (clients included New Line, Universal, HBO, Random House, Vitamin Water, Havaianas, Sundance Channel & The N) guiding thinking on audience insight, branding and strategic approach across creative, publicity & media departments.

Alex is currently a freelance Digital Strategist in NYC. Most recently she worked with Seize The Media on Myspace/Hammer project Beyond The Rave, an online film release/social game; and is currently consulting for the IFP, guiding the organisation’s rebrand and interactive relaunch. Alex is also a writer and director and is in post on a short film, working on a feature script, developing several online projects and writing a webisode case study series, The New Frontier: Web Creators as Punk Pioneers, for the Workbook Project.

Panels include: Where Internet & Film Collide: Learn for IndieGoGo/TubeMogul at Internet Week (NYC), the Open Knowledge Foundation OKCON: Open Knowledge Conference (LDN) & When the Audience Takes Control for DIY Day: LA, part of the From Here to Awesome self-distribution film festival.