Profile: Alex Mayhew

Creative director and convergent media specialist

It can be said that the most successful brands straddle a range of media, one story worlds with multiple incarnations.

Transmedia strategy involves setting up a complex feedback loop driving players through branded space; from broadcast, to interaction, to conversation and back again.

Over the past 15 years, I have worked across multiple media, using each channel to their strength with the intent of creating compelling and successful projects and products.

My work has largely been in the area of interactivity and game design, as well as visual and concept development, embracing the benefits of a transmedia approach. From the multi award winning Ceremony of Innocence to Beethoven’s Hair, to Time Tremors, I believe there is much potential in exploring a property over a number of different media channels including web, mobile, TV, game, books, theatre, film and performance.

I have also turned my attention to creating applications that embrace strong social media elements and also creating and combining mobile, content management, communication and location based experiences. Building on these interests, I co-founded Infinity Labs with Peter Gabriel in 2007, becoming co-share holder  and creative director of theMemory.com and Gabble. From there, I became excited to see how creativity can be used to trigger commerce; especially in an environment where consumers are increasingly used to getting their content for free.

In this transmedia space I have built a worldwide reputation for making magical and memorable interactive experiences. I have been asked to talk and present my work at countless international conferences, festivals, companies, universities and research institutions. My work has been exhibited, taught and written about both by press and academic institutions around the world.

For more information about my work please see my projects page.