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.

2023 ADC Awards - Artificial Intelligence

Project Skate

Agency Google Brand Studio / APAC + Nakatomi / Sydney

Client Google


AI / Process

Annual ID


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


Internal / In-House Agency

Google Brand Studio / APAC

Production Company

Nakatomi / Sydney

Creative Technologist

Blake Kus
David Arcus
Shuhei Iitsuka


Julien Michel

Graphic Designer

Simon James


Erin Tsuchiya


Joel Cruz


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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