Mingail, Laura

Laura Mingail is the Founder of Archetypes & Effects, known for developing innovative solutions to engage audiences for both established and emerging storytelling industries.

With a track record of success across film, TV, XR and consumer products, Laura has led marketing, communications, and new business initiatives for prominent brands such as Disney Junior, CTV, Cineplex Entertainment, Entertainment One and PepsiCo. 

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, Series Mania, SXSW and Tribeca Festival, 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 audience insights, 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.