Toronto, Ontario, Canada
Laura Mingail is the Founder of Archetypes & Effects and a LinkedIn Top Creative Strategy Voice known for developing innovative solutions to engage audiences in new ways, for both established and emerging industries.
With a track record of success across the film, TV, XR and consumer product industries, Laura has led marketing, communications, and new business initiatives for prominent brands such as Disney Junior, CTV, Cineplex Entertainment, Entertainment One and PepsiCo. She has also played a key role in the launch of breakthrough XR and AI experiences such as Agence, Little Learning Machines, The Book of Distance, The Great C, Transpose, Blasters of the Universe and The VOID. Her leadership sets new standards, helping to break viewership and sales records.
In addition to her work with Archetypes & Effects, Laura contributes to the evolution of the marketing and entertainment industries as an Advisory Board Member for SXSW, media contributor and speaker. She is an invited speaker and jury member at leading events and festivals such as AI World Forum, Augmented World Expo, Guanajuato International Film Festival, Future Festival World Summit, Series Mania, SXSW, Tribeca Festival and World VR Forum, as well as for intellectual organizations ranging from University of Toronto to Mensa Canada.
Laura grew up fascinated by magic and its ability to captivate audiences. A magician’s toolkit harnesses psychological insight, scientific knowledge, technological innovation, and storytelling for all senses. These insights into how to create engaging illusions are leveraged by Archetypes & Effects to build real results. Laura is a long standing member of the International Brotherhood of Magicians, and in 2020 she made history creating the first live magic show and event in VR, attended by audiences across the XR and magic communities from around the world.