In a world first innovation using the most cutting edge technology in the world, I shifted the paradigm of what constitutes creativity in a campaign for the inaugural Creative Fuel Conference.
'The World's First Crowd Sourced 3D Printed QR Code, Live Streamed Via Go Pro To A Smart Phone Or Tablet Device, Drone Delivery Ticket System Project' allowed the creative community of Australia to engage with technology in an immersive, tangible manner through first person human-to-drone interaction.
To create this bespoke innovation for Creative Fuel, I spent many minutes looking at award winning case studies on youtube.
Through weeks of intensive R&D, The World's First Crowd Sourced 3D Printed QR Code, Live Streamed Via Go Pro To A Smart Phone Or Tablet Device, Drone Delivery Ticket System Project was refined. As this was happening, more time was spent crafting the case study video than doing the idea.
To do this, my then joint executive creative director's Jim Ingram and Ben Couzens live-tweeted Paul Middleditch, creator of iconic films such as "The Big Ad", to turn the vision into a compelling case study film.
Said Ingram and Ben Couzens at exactly the same time: "We felt it was important to get somebody famous to make the film to give it an extra level of gravitas that it may have otherwise lacked."
Middleditch was immediately excited by this ambitious project: "I was immediately excited by this ambitious project."
The World's First Crowd Sourced 3D Printed QR Code, Live Streamed Via Go Pro To A Smart Phone Or Tablet Device, Drone Delivery Ticket System Project was beta-tested by some of the heaviest hitters in the Australian creative industry. Luminaries such as Ben Coulson, Ant Keogh, Steve Back, Grant Rutherford, Ben Welsh, Richard Muntz, Brendon Guthrie, and David Ponce de Leon, were given a first hand glimpse of this ingenious melding of advertising, marketing, and technology. All were impressed into gasps of speechlessness after first providing an interesting sound-bite for the case study.