Abstract: Data is no longer just the input that informs and measures a consumer’s brand experience; it is increasingly the product, the content, and even the campaign with its own creative identity.
AI and machine learning is transforming vast reams of raw data into a whole new breed of brand engagements and disrupting the way brands are connecting with their consumers. Data now has a face, voice, a look and a language that speaks to consumers in a precise way. For creators, that means the old rules of creativity no longer apply. What does the creative process look like in this new landscape? As brand guardians, how can we win consumers hearts with these innovations? What are the challenges and pitfalls of operationalizing these initiatives? The discussion will be based on real world successes and challenges.
Bio: Matthieu Lorrain is a NYC-based creative leader specialized in brand innovation and creative technology. His recent work explores the relationship between physical and digital universes with the intent of using our environment as a creative canvas (AR, VR, geo-localized services, etc…).
Matthieu has worked with brands from all industries including L’Oréal, J&J, Playstation, Oreo, Warner Bros, Google, Mattel, Hershey and many more. He has been a featured speaker at major events such as the Cannes Lions, 4A’s Createtech, KIKK Festival and NYC Tech Forum.
Matthieu currently leads creative innovation at the ZOO, Google’s creative think tank for brands and agencies. His mission is to explore the creative potential of the latest Google technologies, evangelize top agency and brand partners and drive the development of new interactive consumer experiences.
Head of Creative Innovation, Google