Who said that gaming can't be educational? I led Google's Data for Innovation team for "The Hieroglyphics Initiative" - Ubisoft's widely publicised community engagement project for the launch of Assassin's Creed: Origins as covered by Polygon, The Guardian & AdWeek. This was designed to advance academic research by crowdsourcing community ML annotations and deploying Google's AutoML algorithms to automatically identify & translate hieroglyphs.
In July 2020, and with the blessing of the Ubisoft team, we launched Fabricius - our longterm extension to the project - in partnership with the Google Arts & Culture team (as covered by the BBC, Wired & The Guardian). Having supported this project long past its launch, I understand the lasting impact this work has had, and continues to exert, in academic circles & classrooms.
Adidas approached Google with a realisation that the next generation of their users already had a default preference for their competitor. To connect with these users, they felt that their analogue product somehow needed to begin innovating for a digital age.
Through creative data research our team were able to give Adidas a simple conclusion; for this audience, "digital" + "football" means one thing - FIFA. Within 3 months of the project kickoff, we had aligned on a direction rooted in Google's data, and developed a rapid prototype with our team's Creative Technologists.
Over the next 3 years, we helped to refine the technology alongside Adidas, Google ATAP (Advanced Technologies & Projects Skunkworks Team), Google Jacquard (Google's Wearables Team) and EA games; finally launching a purchasable product in partnership with FIFA Mobile. As intended, the story was widely picked up by media outlets including Wired UK/US, T3, Hypebeast & The Verge; generating the sales of thousands of products worldwide.
In an age of personalisation, consumer clothing has been one of the slowest sectors to meaningfully respond. I led Google's Data for Innovation team in developing "Coded Couture" with Ivyrevel, leveraging Google's awareness API to turn your habits into personal, functional & affordable artworks. As seen in Time, Business Insider & Techcrunch.
In a push to make smart, wearable technology affordable, useful and accessible, I led the Google ATAP (Advanced Technologies & Projects) team's product & consumer discovery team for Konnect-i - the delivery of which was planned, developed and launched in collaboration with Samsonite. Research included the digital decoding of consumer decisions through online shopping, as well live ethnographic & extreme-user studies.
The product can be purchased online via Samsonite and Google ATAP. The work was covered by Techcrunch, Engadget, The Sun, Mashable, Slashgear, Techradar & The Verge.
When you're travelling alone, meeting new people can be awkward; at least that's what our data showed. To help their customers break the ice, I led Google's Data for Innovation team for Hostelworld, leading to a custom deployment of the Google Translate API. Thinkwithgoogle, Campaign, WARC.
For a brand trying to shake off decades of "toxic masculinity", I led the creative insight and ideation process alongside the brand and 72andsunny in order to help design and shape campaign, content and message. The work was covered by Huffington Post, Campaign, The Drum, Think with Google, The Telegraph, The Daily Mail, New Statesman, GQ, Stuff & Racked.
Back in 2014, every company on the Internet seemed to be appropriating online pet culture; apart from pet brands. I led a special project for Google, assisting Mars in understanding online consumer behaviour in the pet space.
Reporting to the board of Royal Canin, I uncovered that in both dog and cat content, aggregate search queries on breed amounted to >70% of volume, suggesting people don't own a dog/cat - they own a labrador/tabby. Maintaining a close relationship with their team, we were able to support a transformation of the business to develop breed-specific nutrition, sparked by a single data insight.
For Whiskas I identified with machine vision that demand for "training" and "educational" visual content on YouTube was outstripped by "playing" and "cute" content by a factor of over 200:1. We were able to guide Whiskas into the content creation space as a result of this groundwork; the case study for Kitten Kollege is available online. Six years later, iterations of our work are still in use by the brand, and our campaign has gone on to win a Lifetime Effectiveness Grand Prix at the APG awards in 2019.
When you need to broaden your product's appeal; tap into gateway interests. By deploying set-theory at big-data scale, I led the research and insight development for BT Sport's award winning campaign: "The Home of Cricket" - picking up the APG's "Best Audience Insight" award.
Sometimes, projects don't need data strategy. I worked with Amsterdam's creative team to help design and deliver Google's Tulip work in April 2019. As seen in The Guardian, Mashable & Techcrunch.
If you've ever used "OK Google, Lumos" to activate the torch on your Android phone, you've used a little of my team's work. I led our Data for Innovation collaboration with Google's Assistant team, to explore devices' most used shortcuts and map them against existing Assistant functionality, which our creative unit subsequently transformed into a series of "Spells" (that magically still work in 2020). As seen in Wired, The Telegraph & Forbes.
Data shows that leveraging the urgency heuristic is one of the most effective conversion techniques on the web. I led Google's Data for Innovation team for Yoox to identify this insight and translate it to YouTube.
The work went on to be awarded with 2 Cannes Lions awards in the "Direct" category, a silver and a bronze, respectively in Art Direction and Data Driven Targeting. It also picked up 2 shortlists, one in "Creative E-commerce" and 1 in the "Media" category. As covered by Forbes, Create With Google, VentureBeat.
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