HIGHLIGHTS:
Awarded at Cannes
Awarded at the One Show
Featured on Conan,
in Wired, the Verge, WaPo,
Fast Company, Time and more.

SYNOPSIS:
A series of innovative experiments that
re-imagine what an “ad” can be.

"Art, Copy & Code" is an initiative by google and 72 & Sunny to explore new ways of building brands for the modern world. The result was a series of innovative experiments that re-imagine what an “ad” can be.


During my stint at 72, I was lucky to work on multiple of these experiments, including my favorite; The Talking Shoe - A mouthy Exercise assistant that tracks & translates the wearer's physical activity, comments on the action along the way, and can share activity data to your mobile device, social media, or inform the creation of real-time ads. 

The sneakers are made up of custom hardware and software, which connect to your phone via Bluetooth and feed an app information about how your activity is going, by pulling in various data sources, such as GPS data. The resulting info, such as steps taken, direction, jumping, etc, results in the Voice inside the shoes “talking” to the wearer in funny, and insightful ways.

The reworked app featured new voices, updated data visualization, and a gamification layer of animated awards that rewarded wearers for getting up and getting moving.

David Letterman made a Top 10 list about it, Shaq digged it, and Conan joked about it. It was also covered by TechCrunch, Engadget, The Verge, Gizmodo, Fast Company, The Washington Post, CNBC, Complex, Hypebeast, Ad Age, PSFK, CNET, The Telegraph, The Daily Mail, ABC News, Fox News, Time, USA Today, CNBC and ABC News." Not bad.

Another experiment, used to introduce the ACC project, was a sixty-second film. But instead of filming and editing it, it was built out of code. The result is a dynamic film that’s context-aware and different every time it’s viewed.