Creativity and metrics – friends or enemies?

Delivering a radically different brand experience is becoming increasingly difficult now that marketers continue to rely on metrics. At times, it is necessary to challenge this convention by employing a creative strategy for your brand.

This was our message at the Emerce eDay conference for e-business, media and marketing. Our very own managing director Jeroen Pluim and former marketeer of the year René Repko discussed the double-edged sword of relying solely on hard numbers; the current tendency is to over-employ analytics, sacrificing creativity and new experiences for convention.

To accompany our presentation we developed an interactive installation showcasing our drive to push against conformity in design. Drawing inspiration from our work on empathic interfaces, we designed the installation as a personal experience for visitors, at the same time presenting ourselves as one of the major players in the creative digital agency world.

Watch the video below to see the final result.

We developed the interactive booth through iterative brainstorming sessions and rapid-prototyping. The final experience generates unusual and slightly unsettling collaged portraits. By continuously combining our faces with those of conference visitors, we confront and invite cross-pollination of our expertises with those of our potential clients.

Parallel to developing the technology, a booth was designed and built to resonate thematically with personal interfaces. The construction features a bold color and a distinct organic shape, strategically designed to stand out from conventional booths at eDay.