They Call Me Miss Em
They call me Miss Em. If titles help, I’m a New Media Producer and Creative Director, but more than anything, I’m completely immersed in a new genre and media-verse forming in front of our very eyes in real time. Known as Hyperfiction: the intersection of AI storytelling, immersive play, and synthetic identity.
In 2023, I created and launched Bruce Ryder, Australia’s first custom-built AI-generated fictional celebrity. A 1970s-styled retro playboy, he was both a love letter to the golden era of Australian nostalgia and an alternative story arc of an AI gone rogue. He is the comedic Wild Card in the fast-growing world of generic synthetic personas. Bruce has been built through two years of dedicated retro-worldbuilding. His ‘retroverse’ isn’t just AI aesthetic on a feed, it’s an architecture of Hyperfiction. He started as a brand ambassador for a men’s body care company and took on a life of his own, evolving into an AI movie star and now co-hosting his own social show, where fiction meets broadcast in real time. In December he won Best AI Influencer of 2025 at the Australian Ai Festival not because of his metrics alone, but the new form of media he represents. That same year, I launched the draft concepts of The Shadow Players, a hyperfiction gaming universe where AI, lore, and interactivity blend into narrative systems that are anything but linear.
My fascination in this space has led to invitations to speak at tech, media, and marketing events focused on the future of AI storytelling and the rapid formation of Hyperfiction and Hyper-Reality. At Retail Global 2025, we stood on the stage and redefined media performance: the first keynote in Australia co-presented live with an AI. We all witnessed the start of a shift in how we engage with synthetic narrative, imagined by humans.
Since then, Bruce has been licensed as an AI movie star, and WILD CARD, his bio-pic short film was nominated as a finalist for DISRUPT, Australia’s first AI-focused film festival and has launched a global tour in 2026 at the time of this writing. Clearly my interest isn’t in operational AI, but in the generative creative tool that offers a live case study in narrative design, brand mythos, and the emotional architecture of digital identity in a new age.
Before this current chapter, my stories were gathered through a different lens as a coach, speaker, and founder in the wellness and fitness industry. For two decades, I ran my own national brand EMAZON, featured on prime-time TV, and toured stages across the country. One path led to the next, gathering human stories and narrative narcotics along the way.
Now, I lead Duke and Dame AI, the creative engine house where AI is the production tool for the human imagination to expand itself beyond its limits. There are fancy words used for these bios so I will spare you, I build worlds. And this chapters work is dedicated to inviting others into them.
What Is Hyperfiction?
Hyperfiction isn’t a “content trend.” It’s a new architecture for story, one where the viewer becomes the player and the storyteller with you.
It was born in the 1980s through digital experiments, but it mutated with AI. Now, it lets the audience shape the plot in real time. It turns consumption into co-creation. Think choose-your-own-adventure meets AI simulation, a shift that will change entertainment as we know it.
Bruce Ryder and my other projects are built within this ethos. Characters are not passive avatars. They react, adapt and their story changes depending on who’s engaging and how. All created within a controlled narrative environment, designed for entertainment, exploration, and audience interaction, with a strong focus on ethics, user safety, and creative boundaries. READ MY EXTENDED PIECE HERE
What You’ll Find Here
This site is my production log. A creative diary. A back-end view of a genre forming in real time.
Here, you’ll find behind-the-scenes notes on Bruce Ryder, The Shadow Players, live documentation of the rise of hyperfiction as a format, and cultural and narrative insights for those shaping what’s next.
If you’re a media strategist, a storyteller, or a creative who mainlines narratives straight into your bloodstream as a lifeline, welcome to my digital piece of the metaverse. This corner was built for those who don’t just consume stories, we need them to metabolize the world we live in.