The Future of Innovation and Technology is Creative Collaboration

An article by Anne Keane, originally published on Isobar US’s blog.

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From where I sit, the most exciting technology and innovation can be discovered with just a tap or click.  My Twitter feed recently dropped me into a rabbit hole of links filled with anything and everything from massive clean energy improvements in Massachusetts to the rise of experiential retail.

Isobar has an innovation NowLab, where our team is exploring and pushing the boundaries of emerging technology. About a year ago, the NowLab held  an office-wide VR hackathon. The team competing on behalf of the Boston office didn’t include a Developer. We chalked it up to a win because they were able to focus on the idea, rather than the limits of technology. Following that, we collaborated with Microsoft’s Mixed Reality Capture Studios, Viacom and Tiltbrush artist, Danny Bittman to produce Aeronaut, a Virtual Reality music video for William Patrick Corgan’s latest single (a.k.a Billy Corgan from the Smashing Pumpkins). For this effort, Isobar was a finalist at the MITX Awards (Massachusetts Innovation & Technology Exchange) in the Best AR, VR or Mixed Reality Application category.

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The Boston-based award show, in its 22nd year (!), shines a bright light on innovation and technology pioneers. Amy Quigley, President of MITX, was impressed by the overall diversity in entries this year: “We are seeing amazing ideas coming from a variety of verticals, including financial services and healthcare. Brands and agencies are pushing what is possible creatively, and as a result consumers are winning.”

Headed into the award show, we were curious to learn how others in Boston felt about the future of innovation and technology.  And, as experts in assessing emotions, we of course knew we couldn’t just “ask” a simple question. Instead, we polled the award show attendees using our proprietary nonconscious emotional testing tool, MindSight© Direct.  MindSight is typically used to uncover the emotions that bring consumers into a category, that drive brand preference, and that create interest in an ad, product or experience,  In this case the tool helped us capture how attendees really feel about the future.

We uncovered an interesting dichotomy of emotions surrounding the future of tech innovation in Boston. While there’s excitement about the future and all its possibilities there’s also some question about how the growth will impact folks individually. Some may question, “Growth is good overall, but is growth good for me?” or  “Will we become like everyone else?” and “Am I still special and will this limit my potential?” One thing is certain, attendees felt strongly that by working together – collaborating and empowering one another – the future of technology and innovation in Boston will be bright.

Steve Myers, Vice President at Isobar (and Boston-based ad guy for 25+ years), shared his thoughts on the topic: “Given the growth we are experiencing, I’m hoping that as an industry we will look ‘inward’ and leverage all of this amazing thinking to help solve for the challenges we’ll face as the population and footprint of our city continues to grow.”

In Boston, innovation isn’t a novelty. It’s the norm. The results of the MindSight study prove that we as an industry are not shying away from this, but rather embracing this exciting future. At Isobar we believe the toughest questions are best answered with collaboration and creativity.

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