Jeff Gomez is doing the keynote at MAC 2026
Collective Journey: Franchise Architecture for a Changing World
In an era defined by systemic complexity rather than individual heroes, how must our narratives evolve to remain relevant?
Jeff Gomez is a world-leading expert in transmedia franchise design and narrative strategy. As the CEO of Starlight Runner, he has teamed with top creators to maximize the effectiveness of global properties including Avatar, Halo, Pirates of the Caribbean, Transformers, and Spider-Man.
Beyond blockbusters, Jeff has developed hit video games (including Turok N64), consulted on immersive experiences like Star Wars: Galaxy's Edge, and currently serves as Transmedia Producer for the Ultraman franchise. His work focuses on the evolution of storytelling in a digital and highly participatory age.
What you will learn in this talk:
1 1
STEP 1
1. The Systemic Shift:
Why the era of the individual hero is over and what "systemic narrative" actually looks like.
2 2
STEP 2
2. The Collective Journey
A breakdown of the framework designed for an era of complex, interconnected systems.
3 3
STEP 3
3. Storyworlds as Living Systems:
How narrative architecture can be used to influence culture and identity at a global scale.
4 4
STEP 1
4. Narrative in Conflict:
Lessons from using participatory storyworlds to bridge divides in global hotspots.
5 5
STEP 2
5. The AI Pathway:
How generative media is forcing a fundamental rethink of franchise design and audience participation.
Jeff Gomez Bio
Jeff Gomez is a world-leading expert in transmedia franchise design and narrative strategy. As the CEO of Starlight Runner, he has teamed with top creators to maximize the effectiveness of global properties including Avatar, Halo, Pirates of the Caribbean, Transformers, and Spider-Man. Beyond blockbusters, Jeff has developed hit video games (including Turok N64), consulted on immersive experiences like Star Wars: Galaxy's Edge, and currently serves as Transmedia Producer for the Ultraman franchise. His work focuses on the evolution of storytelling in a digital and highly participatory age.