Sydney Opera House #comeonin


We needed to get more people inside the Sydney Opera House during summer.

But along with the perception of being too formal, there also seems to be an invisible barrier preventing people from going inside, especially in summer when most people love to be outdoors.

What we really needed was for the brand to be more accessible and welcoming to tourists and locals alike. Only then would they come inside to experience what’s on offer inside.

 


8.2 million people visit the Sydney Opera House yearly. Most take photos of the outside and move on, making it the most Instagrammed icon in Australia.

People were a selfie stick away. We selected photos using computer vision, inviting them inside with Instagram. A mobile response team shot real-time video invites.

Instagram photos became personalised experiences on the inside. In turn, their experiences became new pieces of content, extending our campaign reach further to consumer channels.

Technology and social media can provide anyone around the world with a view of the Sydney Opera House, not an experience. Our use of technology opens the building for all to see, inviting them in whilst remaining invisible throughout.
 

Creative Direction

Concept Development
Art Direction
UI & UX Design
Visual Design
Motion Design

 

Engineering

Systems Architecture
Computer Vision Programming
Front-end Development
Back-end Development
Google Cloud

The Naked Ute

Tough comes from within.

The Volkswagen Amarok was a newcomer to the Australian market. But, because of its sleek European styling, hardcore Aussie blokes didn’t think it was tough enough to cope with tough Australian conditions.

People were judging the Amarok by its cover. So we removed the cover. We stripped the Amarok of everything that identified it, forcing Australians to judge it without brand prejudice, and on performance alone. We created The Naked Ute.

We launched with a national unbranded campaign, asking Australia to guess what they thought the Naked Ute was. Later, to everyone’s surprise, we revealed that the Naked Ute was actually the Volkswagen Amarok.

As the public followed our Amarok cynic’s journey online, we ran unbranded teaser TVC’s encouraging the public to guess what The Naked Ute was. This was viewed on TV as well as our unbranded website, facebook page and paid facebook posts.

 

Engineering

Technology Strategy & Solution
Systems Architecture
Front-end Development
Back-end Development
node.js, mongodb
AWS Cloud Architecture

Creative Direction

Creative Direction
Design Direction
UI & UX Design
 

 
 


Creative Technology Internship

When I joined DDB Sydney one of the things I wanted to do was get young technology thinkers into the agency. Over the last year we’ve been working on getting this internship launched and finally we are ready.

 

The creative minds that are conceiving the DDB networks most highly awarded and effective work aren’t solely writer and art director creative teams. Technologists are at the heart of our work as the communication format, audience and creators have changed.

Creativity + Humanity + Technology

 

DDB Launchpad becomes POD

Launchpad is a 3-month internship program that runs across fourteen offices of the DDB global network.

 

POD is part lab, part internship program

Starting in Sydney and spanning the DDB international network, this evolution sees the program expand from the original formula of a creative team to now include young technology thinkers.

 

POD Candidates

Eligible candidates for POD now include graduates and students of courses such as Information Technology, Computer Science Bachelor, Technology Masters or equivalent education programs.

We’re looking for Computer Scientists with a hacker mentality.
You must be able to write code and create functional software,
create prototypes to test ideas and interactions.

How does POD work?

POD will be the home for up to 4 ‘Communications Scientists’ at a time. Teams can range from 2 to 4 scientists. Each POD will operate as a petri-dish of cross discipline collaboration, with participants regularly mentored by DDB Creative & Technology Directors, university partner professors and industry professionals.

Connecting and clustering around an idea or a problem is how POD operates.

POD is the sum of cross discipline collaboration.

This collaboration along with the humanisation of technology can produce breakthrough solutions to huge problems. Connecting and clustering around an idea or a problem is how POD operates.

If you are a young technologist who wants to solve big problems, with radical technology solutions we have a place for you in DDB POD.

Apply here pod@syd.ddb.com and see the candidate description here.

pod.ddb.com.au

Creative Direction

Concept Development
Art Direction
Visual Design
 

Dog-A-Like

Dogs look like their owners.

Dog-A-Like is a mobile app that matches people
with dogs that need adopting. 


Take a photo with the camera, the software scans your facial features, your perfect match is found from the live PetRescue database, adopt your perfect match straight from the PetRescue shelter.

The app was no. 1 in the Australian app store for two weeks, with over 1000 downloads daily since and 5.8 million users on Facebook.

Dog-A-Like is on FacebookAndroid and iOS.

Engineering

Systems Architecture
Computer Vision Programming
iOS Development
Android Development

Dirtgirl World

We created a range of seeds that brought gardening to life for kids.

To get started, purchase some dirtgirl smart seeds. Inside you will find a special Augmented Reality plant marker. You can find the smart seeds in Big W or at ditgirlworld.com.

 

Creative Direction

Concept Development
Interaction Design
UI & UX Design

 

Engineering

Technology Strategy & Solution
Systems Architecture
Augmented Reality Programming
iOS Development
Android Development
 

 

Get the app here.

Watch the app overview video here.

The Dirtgirlworld app was also awarded an Emmy, see the article here.

 

Nissan 370 Z – Zen to Z

We developed an exhilaration scale Zen to Z in order to prove that the new Nissan 370Z is more exhilarating than you think.


We responded to Nissan's challenge by creating a fun way to measure exhilaration, a scale from Zen to Z. The key to this campaign's success was the recruitment of a test subject - the Zen Master - an excellent control subject to test due to his low heart rate.


He was hooked up to a heart-rate monitor and then his exhilaration levels were tested with activities including a plane flying dramatically close to his head, a high speed street luge, being dropped from a great height in a specialised life raft, driving a tank through an abandoned house and finally being behind the wheel of the Nissan 370Z. Tequila's scale was effective and proved successful with the Nissan 370Z experience the most exhilarating for the Zen Master.

 

Creative Direction

Interaction Design
UI & UX Design

Engineering

Technical Direction
Prototyping
Framework Architecture
HTML5, JavaScript, CSS3

 

Red Bull Beat Suite

Our objective was to get the world talking about a one-off, experimental classical music concert in Melbourne, Australia and to create an ongoing digital experience to keep the online audience engaged before, during and after the gig.

Red Bull insisted this unique musical experience should live on long after the performance and wanted people talking about it in social media.

We quickly launched ‘Beat Suite Tweets’ – a server-side app that analyses your 140-character tweets and transforms them into a unique musical arrangement using exclusive samples taken from the Beat Suite concert.

beat-suite-1.png
 

Creative Direction

UI & UX Design
Interaction Design

Engineering

Technical Direction
Prototyping
Framework Architecture
HTML5, JavaScript, CSS3

 

MLC SuperFit

There's a $1 trillion super gap in Australia. What's yours?

We created a way for Australians to calculate their super gap, the tool communicates this in a way that's a pleasure to use, a definite standout within the financial sector.

 

I was the Creative Technology Lead, overseeing all development, creating prototypes & user experience design through to peer programming, framework architecture (HTML5, JavaScript, responsive design).

Try the calculator here.

 

Engineering

Technical Direction
Front-end Development
HTML5, JavaScript, CSS3
Back-end Development

Creative & Design

Creative Direction
UI & UX Design
Interaction Design