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Nine awards, and what they taught me about explaining technology
MUSE, Telly and Communicator Awards for campaigns that explain chips at human scale. The lesson behind all of them.
Over the past two years, campaigns my team and I created at Applied Materials Europe have won nine international awards: six MUSE Creative Awards, two Telly Awards and a Communicator Award of Distinction.
Each campaign started from the same conviction: people do not trust what they cannot picture. So we explained chips at the scale of a human hair, put engineers at the centre of the story and filmed eight young women learning to fly.
The irony is not lost on me. One of the award-winning campaigns is literally called “Explained by AI”. The better our tools become at explaining the world, the more important it is to ask who decides what the explanation leaves out. See the awards and videos.