"BUILDING WORLDS, NOT CAMPAIGNS
How To Create Immersive Experiences That Fans Will Never Forget

The most powerful stories don’t stay on the screen. They become places people return to, shape, and carry with them. In this presentation, Campfire’s Mike Knowlton shares how that idea influences the way brand experiences are built, shifting from campaigns that simply announce something to worlds that invite participation, belonging, and return visits. He’ll talk through how to design roles people actually want to inhabit, how to create moments that move through culture because they feel personal, and how a clear point of view can turn marketing into something audiences choose rather than endure. Along the way, he’ll share examples from Campfire’s work and the creative thinking behind them, offering a behind-the-scenes look at how these ideas come to life."