We've moved into a hybrid reality - the digital isn't in one place and the real in another, they are intertwined. So how do you convey this in an interactive experience.
The importance of the r&d process when creating something like this - what you originally conceive May grow into something quite different - this project wasn't even originally going to be on an iPad...
The interesting evolution from and interactive project to a linear cut.
Unexpected results from creation: avatar secrets is breaking into literary circles.
iPads allow the user to become more immersed rather than online experiences which have the distractions of things like email and twitter.