ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
AI / Process
Annual ID
ADC102_ART007G
About the Work
Project Skate by Google aims to provide athletes with a tool that allows them to prove their ability objectively - regardless of gender, nationality, age or other factors that might make them susceptible to biases. It is based on Google’s open-source machine learning tools, combining human pose estimation, object detection and traditional computer vision tasks - but in a fresh new way.
The tool can accurately measure speed, height, rotation, grabs and more as it harnesses data from reality and understands it in the context of a sport. Beyond simply measuring, it is also able to recognize and name over 50 skate tricks. All that is achieved without sensors or special hardware - only the power of machine learning.
We hope that Project Skate will become a role model on ethical, productive and truly beneficial use of technology that does what humans can’t - instead of replacing their subjectivity.
2023 Awards
Total Points: 45
Gold Cube
Credits
Internal / In-House Agency
Google Brand Studio / APAC
Production Company
Nakatomi / Sydney
Creative Technologist
Blake Kus
David Arcus
Shuhei Iitsuka
Designer
Julien Michel
Graphic Designer
Simon James
Producer
Erin Tsuchiya
Creative
Joel Cruz
CCO
Claudia Cristovao
Engineering Lead
Hamish Pain
Group Creative Lead
Tara McKenty
Group Production & Creative operation Lead
Simone Takasaki
Group Social Lead
Janna Wan
Group Strategy Lead
Kazuha Okuda
Project Co-Ordinator
Sarah Choo
Project Lead & Managing Partner
Andy Timms
Ben Bray
Social Strategist
Oren Naomi
Software Lead
Tom Bremnder
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