Transmedia is a media technique that utilizes multiple platforms and technologies to share news, stories and ideas in a way that aims to be more engaging for audiences. You can see the technique illustrated locally through a new project made with American Express that spotlights Buchi Kombucha.
The project, titled “The Journey,” is a behind-the-scenes look at Buchi Kombucha, “a fast-growing beverage maker in Asheville, NC.” The project is the work of Industrious Production, an Asheville-based video production company, owned by Adams Wood and Rob Murphy, and local writer Darren Dahl. Murphy says Dahl connected Industrious Productions with American Express to produce the three mini-documentaries that are used in the project (see one below).
“I think they were always open to doing a transmedia project, so the partnership just grew organically,” Murphy said of American Express.
The mini-documentaries were shot over three months in 2014 from late summer to late fall. Murphy, who adds that he wasn’t very familiar with Buchi Kombucha before, said the project was really eye-opening for him.
“The flavors they use and the way they do business — how they all live right there where they work — was really unique,” he said. “They’re really nice people who work in a beautiful setting. I imagine that’s how everyone would like their work to be.”
Industrious Productions has previously partnered with Dahl and American Express to produce another transmedia project titled French Broad Chocolate Lounge: Hitting a Sweet Spot in the Market. The company also produced a video on Asheville Independent Restaurants that was featured on the Huffington Post.
“We’re hoping to make more of these in the future,” Murphy said. “It really is an interesting project.”