I had such a great time working on this, I can’t even begin to tell you how much I enjoyed this project. Apple Watch? Check. Anticipatory Mobile App? Check. Coffee? Double check! One of the things that I believe is (or should be) on everyone’s bucket list is a chance to create something that’s never been done before. This was my opportunity to check that off mine. Richly rewarding, amazingly collaborative… and let’s be honest. Cool as hell.
Last week I spoke in Denver at Digital Summit Denver, a three day digital marketing conference. I’ve spoken at the same conference in Atlanta last year, and had submitted a topic for this year’s Atlanta conference, but was asked if I’d like to present my topic in Denver a month or so later. Having never been to Denver, I was all about it!
My topic was, “The Data Ramifications of Everything Talking to Everything”. I’ve become increasingly interested in the data solution opportunities around ambient computing and the “Internet of Things”. The more work I do with “making things smarter”, creating “networks of things”, and designing & delivering “intelligent experiences”, the more I look forward to digging into the data and using it to inform & shape the project. So this is a really fun topic for me that I really love talking about with some enthusiasm.
Keeping in mind that the audience is mostly a marketing and advertising audience and NOT a room full of data scientist, I like to keep it technical enough to have some substance, and light enough that it’s an accessible and engaging talk. I want everyone else to enjoy it as much as I do and get excited about it the way I tend to get when I talk about it. I broke it into three large sections. In the first section I talked a bit about the background of what the Internet of Things was all about and about how broad the category can be, application-wise. Then I moved on try and give a little context about just how MUCH data we’re talking about here and what that data may potentially look like. A lot of times it’s not “data” in the sense that we’re used to and the challenge are around the Velocity, Volume, and Variety issues. I wanted to try and help frame the data discussion. I closed with wrapping it all up in a nice package of opportunities and tried to introduce the idea of “Anticipatory Experiences”. As data empowers smarter decisions and the tapestry of “what we know” becomes richer, the nuances of the perfectly crafted experience are easier and easier to envision.
The conference was terrific. I really enjoyed attending other sessions, there were a lot of great topics and a host of great speakers spread over the two days.
Happily, I got a lot of great feedback on social media and on the way out after my talk. I’ve already sort of taken my talk and stewed over it a bit and cooked up a “version 2.0” that I think addresses more of the “anticipatory experiences” up front. I feel strongly that we’re moving towards an “informed, anticipatory experience building” future (at least my side of advertising, the technology side) and the better vision we collectively have about how data “works” for these projects, the more successful we’ll all be.
This week I participated in a workshop at Digital Summit Atlanta 2014 with our Lead UX Designer on the intersection of User Experience and Creative Technology. We were thrown together in a bit of a last minute way, and immediately had this terrific idea that sprang from a conversation we were having about how many ways Creative Technology and User Experience can work together throughout a project and how impactful that working relationship can be. Chris Downs, our lead UX guy and I worked together on the United States Marine Corps YouTube Brand Channel, which was a really successful project and was really our first time working together, so we both tended to look back on it fondly, and could easily fill 50 minutes talking about all the ways User Experience and Creative Technology can work together to deliver amazing results. So the resulting presentation and session was terrific, I really enjoyed it and had a great time presenting with Chris.
We broke the relationship between user experience and innovative uses of creative technology by presenting the idea within the context of best in class examples of technology and innovation that are largely driven by the successful relationship between CT and UX. We chose Flip, Nest, Nike Fuelband, Evernote, Gmail, and Amazon. In each case we began by looking at the challenge(s) they faced, how UX & CT could work together to solve the issue, and what those processes could look like. We discussed examples of card sorting, customer experience audits, working scenarios, etc. I had a blast putting it together and enjoyed tremendously the opportunity to present it at Digital Summit Atlanta. The crowd was terrific, asked great questions, and several people came up afterward for extended conversations.
The presentation was so well received that we’re repurposing it for an internal audience and plan on giving it at an upcoming “What’s Hot” presentation on Monday mornings.
UPDATE: Proud of this one being chosen by AdWeek as the 2014 Media Plan of the Year.
One of the greatest things you can do as a Creative Technology force within an agency is to be able to help shape a new experience. Something nobody has done before, or attempted to do maybe on a nice scale. The opportunity to marry technology know-how with strategic, creative excellence is what you live for.
Pennzoil wanted to launch a new product and gain the attention of younger, more technically savvy audience with a new take on Motor Oil. It’s Motor Oil Reimagined, and what better way to reimagine a product launch than to take a decades old brand and place them squarely in the middle of the most innovative place on earth, SXSW. Not only that, but tell the story of their new Synthetic Motor Oil, born from gas and developed using all new technology… all the while being relevant and exciting.
The answer of course, is Mario Karting… reimagined!
The fun part for me was being a part of a great spontaneous conversation that could easily be walked from brilliant idea, to technically feasible, to fully fleshed out project that was able to be sold and put together in the most inspirationally tight timeline possible. I was able to create a technical roadmap, identify & vet technologies, and work with several different teams to help put together a solution that was an amazing experience for all involved. All this in addition to leading the team that provided a fantastic job of supporting the launch and Mario Kart experience with a tightly integrated, multi-platform, responsive website that successfully leveraged the look and feel of both Pennzoil Platinum and Nintendo’s Mario Kart 8 while living inside the current Pennzoil design. Once again, my team crushed it and I couldn’t be happier.
This was great. In my role as Director of Creative Technology and Marketing Science at JWT, I oversee one of the largest data-driven advertising solutions around. The United States Marine Corps has been recruiting young men and women to serve for over 235 years and JWT has been helping them do it by building an incredibly complex and robust customer relationship management system. Combined with our Planning, Research, and Strategy disciplines, we arm the Marine Corps with insight and a deep understanding of their audience and their behaviors. In order to demonstrate this expertise and what a unique offering and skill JWT has as a result of this background, we created a sizzle reel about data.
Yeah, you heard me right, “we created a sizzle reel about data”… and it’s pretty fucking sweet.
Take a look and check out what it looks like when an advertising agency REALLY does data smartly.
We just finished up a digital capabilities video that was used in some creds pieces and some digital business pitches. It was a fun experience and I appreciated being able to boast a little bit about our capabilities. I think we do amazing things here, I’m proud of the team we’ve assembled at JWT. The work is creative, fun, easy going, collaborative, and something to look back on fondly. Have a look, see what we’ve done!
Earlier this year I held an “Ardiuno/RaspberryPi Challenge” for my office in Dallas. I was looking to inspire engineers to activate and engage their creative sides and I did so by purchasing Raspberry Pis and Arduinos for anyone who signed up to participate. They didn’t disappoint. We wound up with several ideas, a couple of which made in front of clients (and potential clients!) and one which I cherished and latched onto the moment I heard it.
First, a little backstory. I manage Creative Technology, Database/CRM, Reporting, and Analytics disciplines. A majority of which are working out of our Dallas office. So I routinely fly back & forth between Dallas and Atlanta to manage projects, oversee the teams, etc. As you can imagine, any time you’re bridging both a cultural gap (engineers and creatives) and a literal distance gap, you face challenges. We’re always looking for little ways to make that “connection” between the two offices. With that in mind, one of my developers came up with the idea of creating an interactive “greeting card” that could connect two places in a meaningful and engaging way. The minute I heard the idea I said, “Okay, we’re making that. I don’t care how it happens, we’re making it”.
The result? The JWT Holiday House. A raspberry-pi-powered, proximity-detecting, photo-taking, wifi-enabled, Tumblr-posting “Gingerbread House”. Styled after the 8-bit world of “Minecraft”, the accessories and embellishments were fashioned from our 3-D printer, and the house itself was built by the guys and gals in the Dallas office as a holiday season labor of love. Beginning after Thanksgiving, and concluding a week before Christmas, the team threw themselves into cutting, nailing, glueing, soldering, painting, and printing after hours and on the weekends. Once the mayhem was complete, what we had in our possession were two identical holiday houses, one for Atlanta, and a surprise second house that we sent to New York. They were created to be completely turnkey. You unboxed the house, plugged it in, and it powered up, got on the network, and began looking for people to walk in front of it.
When you approached the house, the proximity detector noticed you and played a random, prerecorded Holiday Greeting from someone in Dallas, then once it had your attention, it snapped a quick picture of you, uploaded it to Tumblr, and connected you (your photo) with the person in Dallas who wished you holiday greetings.
It was a tremendous success, the participation and engagement was off the charts. So many people loved the idea and spent a lot of time coming up with hilarious ways to play in front of the camera.
Best of all? It was a truly creative idea that originated and was produced entirely within the “engineering department” of the agency. Agency nerds, normally tasked with banging out code rolled up their sleeves and got in touch with their creative sides. I couldn’t have been more proud.
Celebrate the Twelve Days of Christmas, Ad-Agency Style (Ad Age)
This week, ahead of schedule and under budget, my team delivered a hugely successful mobile deployment for the United States Marine Corps. A terrific example of powerful teamwork and collaboration, this project represents a continuation of the increasingly complex work we’re doing in mobile. With a mobile display layer that accommodates a huge array of handsets and screens, this one was a nice sized effort that required tremendous oversight and a lot of planning & strategy.
One of the biggest challenges with this project was leveraging the existing CMS for content, while presenting larger, longer-form experiences in smaller, bite-sized chunks. We needed to build over an existing infrastructure, a way to take content that was originally (and optimally) designed for a desktop experience, reduce it in both size and scope, and wrap it in a mobile display layer that still reflected both the brand and a look & feel consistent with the desktop experience.
Mission accomplished. Check out some of the shots below, and make sure you take a look at the website in your mobile device.
I just flew back from NYC, spending the day yesterday in the Stack Overflow offices participating in StrategyHack, a hackathon for startups and strategists. It was an amazing experience, and I’m go grateful to the organizers for selecting me and providing me an awesome, awesome opportunity. In true hackathon fashion, we met, drank coffee, brainstormed, strategized, and shipped, all in less than a day.
It had all happened pretty fast. I had applied to participate in StrategyHack around the end of October. I was quickly notified that I was accepted, and began making plans to fly up for the day. It’s a NYC advertising/marketing/startup/technology community focused effort, so everyone else was just getting up early on Saturday and heading into the offices, but the team at StratHack reassured me that I’d be fine flying in, and the only thing I’d miss would be the mixer event last Thursday. That did kinda bum me out because teams were announced, and it would’ve been a great chance to meet the startup I’d be working with and spending some time with my new teammates. But I’d be alright, so I flew in Friday afternoon and flew back Sunday morning, giving me the entire Saturday to participate. Begrudgingly I tried to get a good night’s sleep even though I was staying down in Chelsea, which I think we can both agree, is a great place to be stuck on a Friday night.
I was fortunate enough to draw both a great team and a great startup. The Startup I was paired with was CreativeWorx, makers of the Time management/tracking software “TimeTracker”. I had attended Adobe Max earlier this year, in May, and they were an attendee whose tool piqued my interest because of its integration into CreativeCloud. As a CreativeCloud “Power User”, I was intrigued. The actual person that we were partnered with was Mark Hirsch, CEO of CreativeWorx. He’s an amazingly smart guy with a passion and an idea that you can’t help but get caught up by. He could talk to you about the idea, the business, the competitive landscape, the challenges, the successes… he wasn’t afraid to try new ideas and was completely engaged in the whole process and brought so much to the table.
Joining me in a tight, smart, enthusiastic three-person team to tackle his challenge was Cindi Rosner and Hiroki Murakami. Two terrific teammates who jumped in with both feet and really hit the ground running. By lunchtime we were beginning to understand the challenges that Mark faced, and were starting to gel around a central “theme” or idea. That was right around the time the StrategyHack final presentation requirements went out and we realized we had only a couple of more hours before we had to have a C-suite level presentation ready to go and present to a tough room that wouldn’t hesitate to challenge your assumptions and make sure you were on your toes. It’s time like this that you see first hand that pressure can crush things mercilessly, but also produces diamonds.
As we were walking off after presenting our comprehensive strategic vision concisely eloquently in the supplied six minutes (it goes by fast!) and successfully fielding a few astute questions, I was able to gain further insight into what I picked up from my WALTER experience at SXSW. The “hackathon” process of high pressure, forced focus, with real deadlines and real deliverables, is an entirely appropriate framework for quickly gaining traction among multiple discipline projects. The ability to come together, focus on a problem, engage teams of thought leaders to think outside of comfort zones can really result in great things. As we’re tasked more and more with providing solutions, and those solutions are taking the form of complex ecosystems, the need to explore various iterations of tightly integrated teams becomes more and more important. It’s not enough just to have them in the building. You have to throw them together in ever-increasingly complex combinations. This ensures that you’re actively seeking to find the right combination of spark, timing, insight, inspiration, and enthusiasm. You’ve got the brains and the talent, now cook them in different soups and see what works in pleasantly surprising ways.
How do you demonstrate the value of switching to Pennzoil? How do you take a bunch of car data, mash it up with fuel efficiency formulas and communicate (effectively and in an engaging way!) why you should switch to Pennzoil? How do you show, in a tangible way, what those savings represent?
This week, my team launched a Pennzoil Fuel Calculator on Pennzoil.com. I was once again completely blown away by the work my Creative Technology group did on such a fantastic jQuery parallax calculator experience. The Pennzoil Creative team knocked it out of the park with their design work and guidance, and we were able to pick up on their vision and make it a reality. I personally enjoyed watching what happens when you sit creative down at the desk next to developers and get out of the way. Remember, the cleanest lines of communication are the shortest. Put the guy (or gal!) building it next to the guy (or gal!) whose idea it is to build it, and you get sweet, sweet results.