I-Hsien Sherwood
May 26, 2016

Forget storytelling. 'Hypertelling' is the future, says Google Zoo founder

At C2 Montreal, Mike Yapp explains how technology is driving a narrative leap akin to the printed word.

Stories are being told in new, user-directed, non-linear ways, said Mike Yapp, founder and director of Google’s in-house agency, The Zoo, at C2 Montreal on Wednesday. It’s a phenomenon he called hypertelling, a natural evolution of storytelling akin to previous historical leaps in human technology.

The medium has always attempted to enhance the story, whether it duplicated it by writing and the invention of print, or illustrated, or animated it, or made it into a...

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