A technique is described for applying design processes associated with
transmedia storytelling to the materialization of speculative future scenarios. How
could this technique could be used to engage mass audiences in decision-making
processes and experiences simulating different possible futures? A case study is used
to demonstrate how an interdisciplinary team led by Trevor Haldenby called The
Mission Business used this technique to create a nine-month transmedia story about
the future of the biotechnology industry called ZED.TO. This pervasive transmedia scenario spread across numerous narrative channels, and engaged thousands of active participants from the general public to some acclaim. The performance of ZED.TO is explored in qualitative and quantitative terms, and the project’s form and content are contrasted against the practices of contemporary designers, futurists, and
storytellers.