Startups

Allen & Gerritsen’s latest invention is powered by computer vision

Meet the “magic box,” A&G Labs’ characteristically fun experiment in image recognition.

Allen & Gerritsen's "magic box." (Courtesy photo)

Before a captive audience, a sleek animation is played in synchronicity across a trio of iPads, introducing some of the successful case studies of Allen & Gerritsen — a creative agency based here and in Boston.
But here’s the plot twist: no one pressed a play button.
https://www.youtube.com/watch?v=mRhAb5RduRk&feature=youtu.be
Attendees at the Ad Age Digital Conference held last month in New York had a chance to tinker with A&G Labs’ latest creation, which uses computer-vision technologies to create an interactive portfolio piece.
Instead of tapping a screen or clicking a mouse, users simply placed cards on top of a mystery box as a way to select which kind of content they were interested in.
“Basically, these cards are the play button that starts the whole experience,” said A&G Innovation Lead Mike Bodenberger, who manned the booth at Ad Age Digital. “They’re also a piece of marketing collateral that users can take with them and keep our contact information.”
Nicknamed the “magic box” by the agency’s development staff, the magic in this exhibit is performed by a camera, encased in a sleek wooden box, that is linked to a piece of software capable of identifying three different cards. Your options: “The Future of Innovation,” “The Future of Retail” and “The Future of Fun.”
According to the card chosen, the system then plays the appropriate case study content through the tablets.

Allen & Gerritsen's Mike Bodenberger at the Ad Age conference. (Courtesy photo)

Allen & Gerritsen’s Mike Bodenberger at the Ad Age conference. (Courtesy photo)


OpenCV, an open-source computer vision software, was used to perform the image recognition behind A&G’s latest experience. An iOS app built in-house plays the video across the screens.
Bodenberger said the booth proved to be a good conversation starter at the Ad Age event. The experience was ideal to set apart A&G’s particular spin on advertising from the work done at other agencies. A&G’s Labs team has all the fun.
People are already familiar with computer vision and image recognition technologies, as evidenced by the facial recognition capabilities used by Facebook and Snapchat. It’s how Snapchat puts bunny ears on your head or how Facebook identifies your uncle in a picture from last Thanksgiving.
Bodenberger finds this to be a great competitive edge for marketing opportunities. “The possibilities are endless,” he said.

Companies: Allen & Gerritsen
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