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king figure in transmedia storytelling, and the most experienced and influential writer of Alternate Reality Games (ARGs) in the world. A graduate of the University of Alberta in Edmonton and currently based in California, Sean has founded four genre defining companies including 42 Entertainment and Fourth Wall Studios, behind ARG campaigns including The Beast, I Love Bees, Year Zero, and Vanishing Point (Microsoft). In publishing, he has continued to push the envelope of the traditional novel with the transmedia Cathys Book, a New York Times and international bestseller currently published in twenty countries and a dozen languages around the world. For more information about this TEDxTalk or TEDxEdmonton, visit http://www.tedxedmonton.com. About TEDx, x=independently organized event In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized. (Subject to certain rules and regulations.)