Skype Translator - Helping women in Latin America
Working in conjunction with the Microsoft Research team was a huge honour. More than 1,000 Computer Science engineers, physicists, and mathematicians, working collectively to develop mind blowing technology – in this case Skype Translator. Live, real-time in-call translation was actually possible and this was the first time the world would be seeing demonstrations of it’s awesome power.
My Role
Creative direction of marketing assets demonstrating the usefulness, wonder and amazement of Skype’s latest feature. I was tasked with finding, curating and producing exciting real-life stories that helped demonstrate the functionality of the product and the benefits it would bring to users of all kinds.
Planning
I worked with the MSR team during early product stages to fully understand the specific product features. Given that the technology was pre-release, I collaborated with them to develop workarounds so that we had sufficient assets to complete successful shoots.
I worked with the MSR team during early product stages to fully understand the specific product features. Given that the technology was pre-release, I collaborated with them to develop workarounds so that we had sufficient assets to complete successful shoots.
Creative
I drafted narrative arcs and wrote speculative treatments to help tell the story of our products living within the environment and lives of our chosen heroes and contributors, calling out specific product features, interfaces, usability and user benefits both authentically and convincingly.
Production
From pre-production to delivery I oversaw and creatively directed all content. This included collaborating with film directors, writing final treatments, developing sequences, photographic compositions, lighting and camera positioning, copywriting, music composition and colour grading.
Focus
Keeping a project like this on track amidst endless product changes, conflicts in timings both inside and out and humble budgets requires a certain amount of dedication and flexibility. Being a great collaborator, keeping a very open mind and rolling with the punches all while remaining passionately motivated was crucial to delivery.
