Mark Hayward, Creative Lead

  BRC Imagination Arts

  Thursday, November 15, 2007 • 7:00 p.m.
  UCLA Visualization Portal

  (5628 Math Sciences)
  Reception starts 6:30 p.m.

21st century storytelling: the modes and necessity of supplementing cultural heritage with technology

Modern media has created an undeniable trend of increasing technological expectations and shortening attention spans, to which all modes of communication have had to adapt.  Cultural storytelling is no exception and a unique challenge for the creative thinkers at BRC Imagination Arts.  It is their responsibility to blend cultural authenticity and age old theatrical techniques with cutting-edge technology, to tell compelling stories of people and cultures.  The ultimate objective is to revitalize a site with showmanship while never compromising the historical and anthropological integrity of the subject.  Tactics range from optimizing the visual appeal of a venue space to revolutionary uses of technology in exhibits, videos, and theme parks.  Creative Leads like Mark Hayward have worked on projects in conjunction with NASA, Disney Imagineering, and Ford.  BRC’s Cultural Heritage Attractions can be found internationally as well, with exhibits in Japan, Saudi Arabia, Norway, and Taiwan.

Hayward will discuss the importance of portraying cultural history in modes that are compatible with a technologically-driven generation.  Through his years of experience as a Creative Lead and curator, he will provide insight into the design, implementation, and results of BRC Cultural projects.  The discussion will address the benefits of combining classical storytelling with visually and orally appealing tactics.

Biography

It is no surprise that Mark Hayward has been described as, “the most dynamic, most creative, most experienced museum professional out there.”  Before joining the BRC team in 2004, Hayward was Head Curator at the Chicago Museum of Science and Industry, where he spearheaded some of the museum’s most interesting and innovative work.  Before that, he held positions at the International Museum of Surgical Science, Chicago Historical Society and Field Museum, and consulted the Chicago Architecture Foundation, the American Bar Association Museum of Law, and the Garfield Park Conservatory.

As the extremely experienced BRC Creative Lead, he combines a curator’s passion with a strong visual storytelling ability that comes from his life as a conceptual artist.  As a fellow Creative Lead points out, “Mark knows the museum business from curatorial side, from the exhibit side, and from the artistic side. He knows the business--more importantly, he loves the business, and its potential to educate and inspire.”