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What is Visual Incubation?

Visual Incubation is a methodology for creating stories within a visual framework. It is divided in a number of phases through which you have to go at least once. Each of which can be returned to at any time needed.


One of this tool’s most striking feature is that it is designed for commercial-oriented writing teams working on narrative solutions for media companies and investors in the audiovisual industry.


This methodology allows users to embark upon collaborative projects in a very short time. Visual Incubation offers copywriters, authors and companies a tool that allows them to quickly devise and test a range of narrative options.

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How does it work?

The methodology encourages self-organized group interaction to further the research, documentation and narrative construction in a number of phases.


On a collaborative digital white board, images help to line up work teams and identify narrative problems before the writing stage begins.


This methodology is a layered plan based on multiple interactions. It allows initial ideas to grow into higher levels of complexity until a creative model gets validated.


Where is it used?

Visual Incubation has been used in work teams with Disney Latin America and projects for international channels and networks such as Netflix.


The Audiovisual cluster “Film Andes” in the Argentinean province of Mendoza, has had a first open experience of Visual Incubation in an independent professional environment.


Visual Incubation is being tested in “lab” format in collaboration with the School of Communication in the Universidad Austral. This would allow the methodology to be applied in an academic environment open to companies in the industry.

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Theoretical foundation

Visual Incubation’s theoretical foundation rests on the Multiple Intelligences theory by Howard Gardner; the book Free Play, by Stephen Nachmanovitch, who argues that improvisation is the key to creativity; and methodologies of group interaction for the development of software, such as Agile or Scrum.

Free Play

Stephen Nachmanovitch

Multiple Inteligences

Howard Gardner

The Five Dysfuctions of a Team

Patrick Lencioni 

Agile Product Management with Scrum

Roman Pichler

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Visual incubation is a methodology developed by Jorge Edelstein, creator of Disney’s Soy Luna, Bia and Once. Jorge is also Founder and Creative Director at Yellow Kingdom, from where he develops franchises and IPs for series, books, apps and games. His professional experience covers the publicity market as well as the television and cinematography markets.

He has created formats for prime TV networks in Argentina, Mexico and Brazil such as Artear, Telefé, América, TV Azteca, SBT; and international TV channels such as MTV, Fox, FoxKids, Jetix, Nickelodeon, Disney Channel, Disney Junior and Disney XD.

He has won a large number of national and international awards, including the International Emmy 2013 for best international children's program with "El Jardín de Clarilú". He was also  Content Development Director for The Walt Disney Company Latin America, between 2006 and 2016.

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Let's collaborate!


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