Turn vision into reality through insight-led strategy and execution, grounded in award-winning leadership across the entertainment, emerging technology, and consumer product sectors.
Explore our Services:
We deliver product and content launches, business growth, and innovation strategy by aligning audience insight, storytelling, and go-to-market planning to create meaningful connections and measurable impact.
Founded by Laura Mingail in 2019, our work draws on decades of leadership in marketing, communications, and business development. We are trusted by leading entertainment studios, location-based entertainment operators, technology companies, globally recognized festivals, and organizations that support and shape the creative industries.
About Laura Mingail
Laura Mingail is the founder of Archetypes & Effects and a strategic advisor known for helping companies connect with audiences through insights-based storytelling and innovation.
Her work has been recognized with awards such as an AdWeek Arc Award, Canadian Marketing Award, Media Innovation Award, Best New Product Award, Strategy Award, Promo! Award, and multiple Webby Awards. She has also played a strategic role in acclaimed interactive and immersive content recognized by Cannes XR, GDC, the Poly Awards, XRMust XR Awards, the Canadian Screen Awards, and others.
Laura serves on the Advisory Board for SXSW and the WIFT+ Toronto Foundation Board, and is a member of the Television Academy. She contributes to the evolution of the cultural industries through program development to help storytellers uncover new ways to create, tell, and monetize their work. She is also a frequent speaker and jury member for leading festivals and institutions such as Tribeca Festival, CES, SXSW, Series Mania, Augmented World Expo, Guanajuato International Film Festival, University of Toronto, and Mensa Canada.
A long-time member of the International Brotherhood of Magicians and the creator of the first live VR magic show and event in history, Laura often applies insights into how magicians capture attention and create awe to produce results.