Whenshestartedintherole,it wasjustTaylorandherbossonthe
creativeteam.Fast-forwarda fewyearsandsheis nowleadinga growing
teamoffiveandanswering10-20briefsa week.
Theyworkcloselywitha teamofengineerstoensuretheycanbring
tolifewhatclientsarelookingfor.
“Facialtrackingandfacialrecognitionwasa reallyhugefocusfor
usduringthepast12-18months,”shesays.“Withfacetracking,
there’sa lotofextralayersthatcanbeexecutedindifferentways.It
startedwitheyetracking,butweknew,aspartofthat,wecando
smilerecognition,plusgenderrecognition,ageandsentiments.”
Whiletheyaren’tusingit totrackpeopleatthemoment,Taylor
saysinthefuturesheseesopportunityforthetechnologytobeused
asanengagementtool.Sheseesthepossibilityforittotestwhat
creativeworksfora clientcampaign,measuringthebestreactions
duetoeyegaze,thelengthoftimeviewedandthesentimentwhen
viewingthead.
“Wewouldbeabletothencodethattooptimisetherestofthenetwork
fromthelearningsofthosepanelswherewewoulddothosebuilds,”
shesays.
Fornow,theinteractivepanelsarepredominantlybeingplacedinhigh
foottrafficareassuchasSydneyCBD’sGeorgeStreet,SouthernCross
StationinMelbourneandatpublictransportsheltersandstations.
Taylorsaysthisis becausetheworkis oftendeemedasa highdistraction
formotorists.
OneofherfavouritecampaignsisPepsi’saugmentedreality(AR)
busshelterinLondonwherethepanelappearedasa fakewindow
withunlikelyobjectsappearingsuchasf lyingsaucersintheframe.
However,shedoesthinkARisn’talwaysthebesttechnologyforclients
touseatthemoment.
“Thetraditionalwaythatwe’reseeinga lotofARis whereyouactually
havea panelwiththescenebehindandthenthescenechanges,”she
says.“Butrightnowit’squiteexpensive.
“Itdoesservea greatpurposeforreallygreatcontentbutI think
there’sa lotofwayswe can get great content that doesn’t cost that much
in development.”
Asidefromincreasinglyusing
facialtrackingandrecognition,
Taylorsayslivestreaminghasbeen
anotherpopularformat.
In2017,theteamusedit fora
campaigncalledAnswertheCall
toseewhat Australianswould
dotowinticketstotheAFLGrand
Final.Thecampaignappearedon
interactivedigitalpanelsinCBDs
acrossthecountryandfeatured
a staticAFLadvertisementpro-
motingthefinalsintheleadupto
theGrandFinal.Atarandom
peak time,thepaneldisplays
were activated,beaming well-
known players fromteamsin
eachstateviaa livevideostream,
enablingmembersofthepublic
tointeractinrealtime.
Fanswererewardedwithgame
ticketsviathescreenandtheplay-
erswouldsometimesphysically
appearatthesite.Taylorsaysthey
reachedaround1.2millionpeople
withthework.
“Idon’tthinkit hastobesuper
complex, it just needs to be
smart,”shesays.
“Creativityforme,especially
across our format, is about
consideredcreativeandmaking
themostoftheplacementyou
have.It’sabouthowwecreateemo-
tion in whatever we’re doing.”Topleft:Caravanning
Queensland’sworldrecord
Legoreplicaofa 1973
Viscount Royal caravanhttp://www.adnews.com.au|March 2020 35