The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Project Huey
Agency Google Brand Studio APAC / Sydney + Signality / Stockholm + Stab Mag / Byron Bay + R/GA / Sydney
Category
Experimental / Internal Projects / R&D
Annual ID
OS22_IP029M
About the Work
Huey aims to remove unconscious bias from judges in surfing. Surfers of a particular age, gender, status looks or even nationality might be judged beyond their performance. This tool creates metrics for evaluating the skill of a surfer on aspects that are factual. Judges can compare exact values on how high a surfer rose from a wave, how vertical they were and how much they rotated – and close the gaps of uncertainty our unconscious biases can hide in. The tool itself is the first of its kind, and has been built on the Tensorflow platform with training data gathered specifically for this project. Huey is the result of a small group of passionate creatives, engineers and surfers with a limited budget and resources. It ultimately seeks to erase bias from sports, one wave at a time.
While Project Huey was developed for surf competition judging, the scalability into other, and mostly less complex sports, is the logical next step. Besides the implied long-term outcome of freeing sports judging from biases, Huey aims to start a bigger conversation. A conversation about what humans are good at, what machines are good at - and how we can maximise these strengths. We found ourselves in an advertising landscape where robots dance, machines paint and algorithms write poems. Project Huey looks to innovate on where we choose to innovate and how we use technology for what. We hope that Project Huey will become a role model
While Project Huey was developed for surf competition judging, the scalability into other, and mostly less complex sports, is the logical next step. Besides the implied long-term outcome of freeing sports judging from biases, Huey aims to start a bigger conversation. A conversation about what humans are good at, what machines are good at - and how we can maximise these strengths. We found ourselves in an advertising landscape where robots dance, machines paint and algorithms write poems. Project Huey looks to innovate on where we choose to innovate and how we use technology for what. We hope that Project Huey will become a role model
2022 Awards
Total Points: 3
Merit
Credits
Agency
Signality / Stockholm
R/GA / Sydney
Internal / In-House Agency
Google Brand Studio APAC / Sydney
Media Distribution Company
Stab Mag / Byron Bay
Creative Technologist
Blake Kus
Shuhei Iitsuka
David Arcus
Producer
Erin Tsuchiya
Creative
Jihye Lee
Seamus Higgins
Ben Miles
Shaun O'Connor
Joel Cruz
Tom Bird
Mikael Rousson
Dimitrios Scoutas
Sam McIntosh
Head of Production
Simone Takasaki
Creative Head
Tara McKenty
Executive Technology Director
Ciaran Park
Head of Brand Studio
Claudia Cristovao
Head of Strategy
Kazuha Okuda
Production Director
Celia Karl
R&D Lead
David Habrman
Senior Visual Designer
Henry Cook
Technical Project Manager
Frederik Fridborn
Related Awards
