"Purefold" will be an online video series developed in conjunction with Ridley and Tony Scott with the central theme "What does it mean to be human?" If that sounds a little bit like one of the major themes of Ridley Scott's "Blade Runner", you aren't just hallucinating unicorns. From Ag8 (the other group involved in Purefold):
The franchise contains infinite interlinked story lines, turned into short-format episodes by Ridley Scott Associate Films' global talent pool of directors, and informed by real-time online conversations from the audience, which are harvested through FriendFeed, the world's leading 'life streaming' technology. Taking place in the near future, Purefold enables participating brands to take an alternative route to brand integration than traditional product placement and embrace invention within a narrative framework.It's also going to be released under Creative Commons! So it's Blade Runner plus conversational marketing. It'll never work!