Integrated Storytelling Fundamentals

Use storytelling as a design method to create the next level of audience-centric themed and branded story experiences


4-Week Online Course with Diploma

August 29, September 5-12-19, 2024

You will learn:

  • How to write and design complex, rich narratives for multiple platforms and formats.
  • How to assign the correct roles to your audience for better engagement and immersion.
  • How to bridge story development with experience design to build the full circle of audience journey.

… and much more in just 4 weeks!

Dates: August 29, September 5-12-19, 2024
Time: 8 – 10 PM CET / 2-4 PM ET
4 weekly 2-hour sessions
Attendance: Online on Zoom
Language: English
Group Size: 8 attendees or less
Registration Closes: August 22, 2024

Characters and interaction. Photo by Bornholms Middelaldercenter

Course Description

Integrated Storytelling Fundamentals

Embark on a transformative journey with Integrated Storytelling Fundamentals, a highly regarded course formulated on principles from the groundbreaking and insightful book “Integrated Storytelling by Design,” authored by course designer and instructor Klaus Sommer Paulsen. This is one of our most popular courses, and the interactive and engaging content and structure, developed over several years, has established AdventureLAB as one of the leading educational offerings in this domain.

Spread across four sessions – The Story, The Audience, The Experience, and Integrated Storytelling by Design – this course encapsulates the unique approach of merging storytelling with experience design. It transitions from penning down narratives to designing stories that resonate and engage and invite the audience to become part of them.

Learn to apply new skills as a story experience designer based on theory and practice in just four weeks of learning. Breathe life into your narratives by shifting from traditional storytelling to designing immersive narratives with Integrated Storytelling Fundamentals.

Participants who complete all four sessions will get a printable digital diploma and exclusive access to the AdventureLAB Academy Alumni online group.

Course Structure

  • 25% 25%

Session 1:

The Story

In this session, we will explore new ways of creating narratives. Topics include:

  • New storytelling methods
  • The evolution from linear storytelling to nonlinear narratives.
  • Designing transmedia and multiplatform storylines with modular storytelling.
  • Advancing from telling stories to designing story experiences.
  • 50% 50%

Session 2:

The Audience

A new and more nuanced understanding of the audience is needed, regardless of whether they are customers, visitors in a theme park or museum, or a show audience. Topics of this session include:

  • Dynamics of the new relationship between creator, story and audience.
  • Creating content for various audience modalities.
  • New audience roles, from passive observers to active creators
  • 75% 75%

Session 3:

The Experience

Integrated Storytelling is based on the convergence of storytelling and experience design that enables the creator to bring stories to life in new ways. This session is dedicated to experience design for storytelling with topics including:

  • Designing story-based experiences that, in turn, form new stories for the audience.
  • Bridging story development and experience design.
  • Designing the audience journey at different levels of interactions.
  • 100% 100%

Session 4:

Integrated Storytelling by Design

In this final session of the Integrated Storytelling course, we bring together the elements of story, experience and audience in a practical assignment. This session includes:

  • Application of principles to real-world scenarios.
  • Managing complexity through prioritised simplification.
  • Defining organisational relevance, opportunities and challenges.
AdventureLAB Academy
Integrated Storytelling by Design in 16:9 Format

This course is for:

If you work with creative development, themed entertainment, writing, game design, branding, and experience design, then this course is for you. Integrated Storytelling is a discipline that will provide you with new, competitive skills for careers such as:


  • Creative Professionals
  • Storytellers and Writers
  • Experience Designers
  • Themed and Branded Experience Professionals
  • Cultural Heritage Professionals

Some of the benefits of attending AdventureLAB Academy courses include:

  • New and updated theories and practices immediately applicable to your interests or projects.
  • Interactive online sessions with a limited number of attendees.
  • International course participants with diverse multidisciplinary backgrounds and perspectives.
  • Membership in our online Integrated Storytelling alumni when the course is completed.
Integrated Storytelling by Design Concepts, Principles and Methods for New Narrative Dimensions

Free copy of "Integrated Storytelling by Design" included!

All course participants will receive a complimentary digital copy of Integrated Storytelling by Design: Concepts, Principles, and Methods for New Narrative Dimensions by Klaus Sommer Paulsen, describing some of the theories and methods used as the basis for this course.

Used as a design method, Integrated Storytelling creates a synergy between the story and the experience while empowering the audience with new roles and ways to immerse themselves in engaging, memorable moments.

Learn more about the book and the principles on


Integrated Storytelling by Design:
Concepts, Principles, and Methods for New Narrative Dimensions
Published 2021 by Routledge, Taylor & Francis
ISBN 9781003014454

Your Course Instructor

Klaus Sommer Paulsen
MA IT Interaction Design & Multimedia

CEO & Founder of AdventureLAB
Associate Professor, VIA Film & Transmedia

The course is developed and presented by Klaus Sommer Paulsen, author of Integrated Storytelling by Design, an award-winning creative strategist, concept developer and designer.

Klaus’ involvement with professional training and education goes back to 1995. He is an Associate Professor with VIA Film & Transmedia and Course Director of the new international programme Film and Transmedia Storytelling with Generative AI. He has designed and led courses and programs for companies, associations and learning institutions, bringing theory and practice together from design thinking, integrated marketing, hybrid innovation and experience design.

His trademark as an instructor, lecturer and facilitator is highly interactive sessions focused on building knowledge and skills for immediate use by the participants.

Appraisal for Integrated Storytelling Fundamentals

I loved the class. The nature of storytelling is changing, and Klaus has very deep and original thinking. He provides useful frameworks, assignments, and session facilitation. I like many of the different frameworks and ideas so it’s hard to call out some over others. One thing’s for sure, though- everything is practical, and I’m excited to apply the ideas to my narrative experience design projects.

Anthony Weiler

StorySpark Design

Excellent presentation in breaking down the step-by-step process of designing audience experiences as a foundation of integrated storytelling. Could not recommend higher.

Dr. Kevin Purcell

Australian Discovery Orchestra

Strongly recommended for anyone from newly sprouting creatives to seasoned corporate marketers. Klaus will truly change the way you inform, educate, entertain, engage with, and involve your audience.

John Kolesar

Solomon Group

I loved learning about the importance of audience involvement and building a deeper, richer story experience by giving the audience choices and control of their own story.

Doug Bain

Starts With Story




Time left to register








Course fee € 535

excluding VAT where applicable

The course fee includes access to all four sessions, online course material and the e-book version of “Integrated Storytelling by Design” by Klaus Sommer Paulsen (Routledge Taylor & Francis)

Please note a 6% fee will be added if the course fee is invoiced and paid via PayPal.


If you want to reserve one of the limited seats available, please use the registration button below.

You can contact the course instructor with any questions about the program:

Klaus Sommer Paulsen


In preparation for the Creative Strategy in the Age of AI online course, we invite everyone interested to join us for a free introductory webinar on

THURSDAY, AUGUST 8, from 20:00 CET (2:00 pm ET) to 21:00 CET (3:00 pm ET).

Integrated Storytelling Course Diploma


How do I sign up for the course?

Send an email to to register or use the registration button above.

What is the registration process?

Once we receive your registration request, you will receive an invoice with the course fee. Please note that your seat has not been secured until we receive your payment. Once your payment is received, you will get an invitation to the online sessions.

Will I get a diploma?

Yes, once you have completed the course, you will receive a personal course diploma as a PDF.

How much time should I plan to spend on the course?

Besides the 2-hour online sessions, there will be some homework in preparation for each session. In general, we would recommend setting aside 4-8 hours for preparations each week. However, how much time you  actually spend is your own choice, as preparations are often exploring the course topics related to your own project or interest.

Integrated Storytelling Fundamentals is available in multiple formats

Integrated Storytelling Fundamentals is a Course +, meaning the content and training methods are also available as a customised online or on-location Course dedicated to your team, WorkShop, MasterClass, Talk or Keynote, and our facilitated LAB processes. All of these can also be presented in Danish. Contact us to learn more.






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