Marc Lutz: Why is worldbuilding the storytelling of the future?

Why do some stories stay with us for a lifetime, while others quickly fade away? What makes cinema blockbusters into universal experiences? And how can companies use worldbuilding for experiences, employer branding and communication?

In this episode, Jonathan talks to Marc Lutz about the art of worldbuilding – the ability to create not just individual stories, but entire universes. Whether in Hollywood, gaming or brand communication, creating a captivating world creates identification, builds communities and moves people across all generations. 

Guest: Marc Lutz 

Marc Lutz is a passionate writer, dramaturge and director specialising in worldbuilding. With a focus on content and character development, he works in the fields of fiction, documentaries, commercials and image films. He develops stories that can be flexibly transferred to different narrative formats and architectures. His focus is on creating captivating worlds and characters that can be integrated into a wide variety of formats. 

His interactive book Moderne Erzählformate – Die Entwicklung von Geschichten und IPs mit Worldbuilding was published in November 2024.  

Cases discussed 

For Alpiq, we focused on strong storytelling: Over the course of a multi-month campaign, the nature spirit Dora guided employees through different chapters, like in an expedition journal. 

Another ideal example of worldbuilding in a corporate context is Salesforce, which has developed its own story world with characters. This storytelling not only runs through their communication, but also through events such as the World Tour Essentials in Zurich. 

Links

La Table Suisse