Star Trek's Enterprise engine noise has been a recurring request. A slight problem delayed its release: our user interface had more sliders than it needed to recreate the sound! 😉 So, instead of designing just an engine noise, we decided to throw some extra sounds and turn the engine noise into a fully featured intergalactic experience. This soundscape has all the background noises needed to immerse yourself in a classic Sci-Fi movie soundtrack. For the TOS fans, we even added those fluttery vintage synth tones, reminiscent of how the future was perceived like... back in the sixties!
OR, go to the YouTube video and snag the effects from the 24hour, pre-recorded version.
And that's not a euphemism... #McCann Japan actually did hire an #AI creative director.
AI-CD β, the AI bot was developed through the “Creative Genome Project”, one of the first projects undertaken by McCANN MILLENNIALS, an innovative taskforce that was launched last September by members of the agency’s Plissken faction. AI-CD β is artificial intelligence that is able to give creative direction for commercials.
Quite honestly, I'm not one to quote Martin Sorrell but he really nailed it in his comments about the state of mobile and current traditional agencies.
"We haven't adapted," said Mr. Sorrell. "When people talk about creativity in our industry, they're talking about Don Draper. They're not talking about the new definitions. Believe it or not, people inside media agencies are creative. Software engineers are creative ... It's the definition of it -- we haven't contextualized it correctly yet."
I wonder if traditional agencies will ever get mobile... or the mobile revolution, or the people who use mobile (aka everyone). Consider that 60% of all YouTube videos are viewed on mobile. And the people watching those videos are young, don't have TVs, and live digital lifestyles. Any company that thinks trying to reach them with approaches developed 25 years ago or interrupting them with a "message" on the hope that it will spur an action is lost.
The world changed. It's time for "agencies" to change, too.
I think Facebook did a really nice job improving the "Like" function with enhanced emoticons. It's about time and worth the wait. Now, who will be the first brand to jump on it? When will the first branded emoticon appear in the lineup?