Asta Wellejus

CEO and developer / Interactive pioneer – transmedia developer and producer

  • COMPANY PROFILE: The Asta Experience is a creative company specialized in development of attractions, interactive learning, communication of Cultural Heritage and social interaction. The company is founded on inspiration from movies’ way of telling stories and play-roles’ ability to get people to play and learn. We consciously work to integrate identity through storytelling and communication in all our productions.
  • BIOGRAPHY: Asta Wellejus is an experienced cross-media producer/ developer. She was head hunted by Lars von Trier in 1997 to develop new ways of combining film, theatre, roleplaying and games. Asta co-founded Zentropa Interaction in 1999, producing interactive formats (Films, Games, ARG´s, Alternate Launch, Exhibition, Roleplays, and Mobile etc). In 2007 she founded ‘Die Asta Experience’ to focus on new media and audience participation. Markets; Broadcast/ film, NGOs, brands, games, attractions and experimental art. She had produced 30+ interactive formats, from ARG´s for Lars von Trier’s/ Thomas Vinterberg’s titles, to the Northsea museum, transforming the whole attraction into an interactive experience on mobile, films, web, installations and augmented reality, to the Globe in COP15, where more than 10.000.000+ users joined the virtual global demonstration. In 2011 she worked with FilmKontakt North and Hotdogs, in a MEDIA supported project that developed 22 documentaries with interactive features from Europe and North America, one of the projects won the Power to The Pixel prize 2011 for best new media project. Asta is an experienced speaker and teacher. She gives around 30 lectures a year in Danish and English on new media, learning games, interactive design, narrative structures, and organizing new media teams and finance, in Denmark and abroad. She arranges and runs workshops and teaches at Film/ T V schools, design schools, universities and branch events.

Participated in:

  • Opening Industry Day 2013
  • Berlinale Co-Production Market 2013