Michelob ULTRA:
DreamCaster
* Cannes Lions 2023
Due to its fast-paced and fluid nature, Basketball can be especially hard to follow for the bind and visually impaired.
Cameron Black was born completely blind. He was also born with the dream to become a sports broadcaster.
Over the course of one year, we developed a language that would allow Cameron to finally see the game. Using haptics, spatial audio, refreshable braille, and gesture control, Cameron was finally able to fully experience basketball. But not only that, he was finally able to achieve his dream. On April 21st 2023, Cameron Black commentated the NBA Game 3 Play Offs between the New York Knicks and the Virginia Cavaliers. Live. On prime television.
CASEFILM
BEHIND THE TECH
DESIGN CASEFILM
We developed AURA, a bespoke A.I. tool that translates basketball and all its complexities into a multisensorial language. AURA was made in partnership with Cameron Black and the American Foundation for the Blind, and uses four different technologies.
VARIABLES:
In addition to enhancing his overall experience, AURA acts as a cutting-edge data visualization tool for viewers at home, allowing them to better understand what Cameron is experiencing during the game.
OUTPUTS:
AURA translates something visual like basketball into one easily understandable multisensorial language. The system is made to give a nuanced and detailed view on what is happening on the court, in real time, with infinite combinations creating a deeper level of understanding.
