Laura Mingail

Laura Mingail

Affiliated Program

Fifth Wave


Laura Mingail founded Archetypes & Effects to provide organizations in storytelling industries with impactful strategy, marketing and business development support.

For more than a decade, Laura has developed and executed award-winning marketing campaigns, co-branded promotions and new consumer offerings. She has consistently driven studio, distributor, broadcaster and location-based operator results — spanning film, TV, music, immersive and interactive media industries.

Laura frequently delivers talks focusing on the creation and monetization of emerging forms of storytelling and technologies. She has presented at leading events such as Augmented World Expo (USA), Series Mania (France), SXSW (USA) and World VR Forum (Switzerland). She is also a contributing author and media commentator, an Advisory Board Member for SXSW’s Advertising & Brand Experience, XR and Experiential Storytelling Tracks, and a Board Member for the Toronto Ring of the International Brotherhood of Magicians.