The uterus selects the gender of baby.
Why is this project worthy of an award?
By working intensively over the past 30 years, we have unraveled an intricate design of maternal reproductive biology. In fact, we have added a new chapter in human and animal reproduction. We discovered that just like there are two kind of sperms actually ‘determining’ the gender of baby, women have two kind of menstrual cycles, exhibiting alternating oxidizing / reducing environments in the uterus due to alternating testosterone to estrogen ratios released by follicular fluid. So the menstrual cycles are gender specific. One cycle is favorable for conceiving a boy and the immediate next one for girl. This alternating redox environment in uterus presumably exerts selection pressure by preferentially activating X or Y chromosome bearing sperms due to inherent hormone induced chemical signaling mechanisms in them. This is why almost all fetuses conceived in oxidizing environment are boys and vice versa. We have developed special urine test named PreGender Preconception Test to detect minute difference between two consecutive cycles. If 100 couples use this test to conceive, say a boy, 92 are already getting boys as proven by data in Live Charts at our website. This high success rate makes us believe that the redox environment in uterus causes selection of sperms and hence one can say that the uterus selects the gender of baby. Currently, the technology is covered through four patents. Another finding is that conception locks the existing chemical environment of the cycle till that fetus is either miscarried or delivered. In other words, if the conception occurred in oxidizing environment in the uterus, it will stay oxidizing till that fetus is there. There won’t be any reducing cycle till then. The alternating redox phenomenon restarts after miscarriage or delivery of the baby. Therefore, just like women stop menstruating after conception, they stop alternating as well (graph #1). Now a couple can confidently plan to conceive the baby of desired gender instead of just keep trying randomly. This will lead to small, balanced and happy families with lesser spousal abuse and domestic violence. The social stigma of blaming the wife for not adding the baby of desired gender to the family would be gone. Amazed by these observations, we have designed several unique slogans: a) Boy or girl: husband gives both, wife selects one. b) You ensure conception, we ensure gender. c) To get a boy, conceive in boy cycle. To get a girl, do in girl cycle. d) The uterus selects the gender of baby. e) Gender selection is genetically controlled. f) Conceive a boy or girl – on demand. This technology also explains why some couples end up getting more boys or girls. In former case, the T/E ratio is slightly higher than average population (graph #2). This couple gets easily conceived in boy phase due to relatively higher selection pressure on Y-sperms. Opposite is true in couples having more girls (graph #3). Striking examples include the birth of 14th boy to a couple in Redford Michigan (https://www.cbsnews.com/news/14th-son-baby-boy-birth-schwandt-family-rockford-grand-rapids-michigan/) and 15 girls in India (http://bit.ly/1C9Mdx5)
What else would you like to share about your design? Why is it unique and innovative?
It took us so long to understand this natural maze. Our confidence in this work so high that now-a-days we ask our customers to name the baby before ordering the test. This alternating phenomenon appears to be genetically controlled, well-conceived reproductive designs by nature, discovered for the first time by us. Evolution has allotted around 400 menstrual cycles to a woman. Half of them are for conceiving a boy and half for girl. Therefore now, instead of just keep trying randomly, one can target the conception effort to design a small and balanced family. We strongly believe that couples who got 14 boys or 15 girls, with hope of getting just one baby of opposite gender, should be convincing proof that system like ours was urgently needed. Modern economic conditions does not favor large families which can sometimes be root cause of domestic violence and spousal abuse. The governments should promote our technology to sustain population growth. This technology is highly suitable for China where there is a two child policy now. Couples should not take any chances. We have four patents in this arena and the technology can be transformed into a lateral flow test strip for gender planning as well as detection provided a visionary investor comes in. The biggest contribution of this work would be doubling the success rate of In-vitro fertilization (IVF) and intrauterine insemination (IUI). Assisted Reproductive Technology (ART) is running at 37% success rate and according to us, it will stay like that no matter how many millions they spend on facilities and equipment or how much training and experience the fertility expert has. In fact, we hold the key to doubling the success rate. Right now, all fertility centers focus only on sperms. The thinking is, purify the sperm, load the lady with hormones to the tune of several billion times than naturally required and implant the resulting embryo and all is going to be OK. NO. NOT AT ALL. The reason being they are forgetting half of the equation: the woman. It is known that the majority of customers visit these clinics to get a baby of desired gender. Our reasoning, which they do not listen at this time but soon they will, is that if a couple has paid $40,000 to get, say a boy, and if the lady happen to be in girl phase, that IVF or IUI attempt is bound to fail due to incompatibility issues. Therefore, in the example above, for the success rate of ART to be raised to at least 80%, they must operate when the lady is in boy phase. Fortunately, at this point only we can guide them because the technology to evaluate the preconception redox environment is with us only. So all these institutions must go through us. That way the uterus will accept that embryo and the lady may be done in just one attempt, saving them a lot of hassle.
Who worked on the project?
Dr. Kuldeep verma, President
View the project video:
The World’s first AI-Powered Gaming Coach – The Call of Duty Alexa Skill
Company Activision
Introduction Date April 18, 2018
Project Website https://www.callofduty.com/wwii/alexa
Why is this project worthy of an award?
With the advent of Amazon Alexa, Google Home and virtual assistants, voice-control technology has emerged as an intuitive and engaging platform helping people enhance their daily lives and get to the fun faster. But what if artificial intelligence and voice technology could teach you how to be a better gamer too – offering not just general tips, but personalized, real-time advice based on your individual play style? More than 200 million people have played Call of Duty. They vary in skill, play style and many other factors, but they all have one thing in common, they get better when they are paired up with someone who gives them tips on how to improve their play. Activision believes that everyone, from the casual gamer, to the esports pro, deserves a Call of Duty coach, but since there aren’t 200 million personal coaches available, Activision gave players the next best thing, their own personalized AI Coach for Call of Duty. Using artificial intelligence, machine learning and voice technology, Activision developed a coach that could help every person play smarter, not harder. Launched in April and available for free to every Call of Duty player with an Alexa device, the Call of Duty Alexa Skill features real-time gameplay tips powered by AI and machine learning designed to help every player learn and develop strategies to improve their gaming skills. The Call of Duty Alexa Skill is the first real-time use of artificial intelligence to help people improve their play. It works by using machine learning to compare you to other players with a similar play style but who play better than you, and then identify the factors for why they player better, in order to develop personalized tips to help you improve. The coach not only improves play, it also leads to longer play times; and as our research shows, as people play better, they have more fun, and play for longer. The Call of Duty Alexa Skill can respond to more than 2,500 different questions about the game and produces more than 250,000 potential responses. Organized into 15 categories of intents, the skill can provide information such as: • Personalized recommendations to improve your skills • Match summaries and highlights of your recent gameplay • Social features such as determining whether friends are currently playing, and comparing stats and achievements to theirs • Contract and order status both during and after a match, so that players see how close they are to completing the contract and earning a reward • Latest in-game news, including events and game updates • Game and features descriptions The Call of Duty Alexa Skill is designed to be a franchise skill, which means Activision is starting with Call of Duty: WWII, but also will integrate it into the next Call of Duty game, Black Ops 4.
What else would you like to share about your design? Why is it unique and innovative?
Because the interaction is delivered through voice, the skill recreates the unique relationship between a player and a coach. Because no two players are the same, the Coach responds differently to every player. Like the best coaches, the machine learning models adjust its tone and recommendations to adapt to the player’s skill level. For beginning players, the coach’s responses are offered in a more supportive tone through more constructive tips, while for high-skill players, the coach is more assertive, with a hard-ass persona tailored for players that can take the gruff and respond better to more direct feedback. The technology underlying the coach lies in AI and machine learning, including Cluster Analysis and Natural Language Generation. Through Cluster Analysis, the Skill enables players to compare their play style with all other players in the online Call of Duty community based on more than 20 factors, including: • Mode, map and Division (the class of soldier they select) • Loadout, attachments, equipment and perks for their weapons • Accuracy, including shots fired and landed • Movement signals such as distance to engagement, total distance traveled and average speed • Kill/death ratio, score per minute and time played • Relationship to other players, including your top rivals The Call of Duty Alexa Skill also utilizes Natural Language Generation to create personalized responses to each question, resulting in more variety in the answers so that the interaction feels more natural. The Call of Duty Skill launched in English for the US, UK, Canada, Australia and New Zealand, and is expanding to French and German. Additionally, Activision is utilizing a computer-generated Polly Voice, which is the soldier’s voice that players will hear in response. Using a polly voice allows the development team greater flexibility in the range of what players can respond to, while also increasing the speed for adding new features for the skill. Gamers can leverage the Skill to gain a competitive edge by using it both during gameplay and in between matches: • During a match, players can ask Alexa about the status of Contracts and Orders, to adjust their playstyle to complete each one. • In between matches, players can use the Post Match Recommendations to get instant feedback on how they played with Match Summaries, as well as Personalized Recommendations for loadout, equipment and Division that they can use immediately in the next match. They can also compare themselves to their friends as well as compare their most recent match to career stats. • Players can use the social features to check whether their friends are online and what Orders and Events are happening on a particular day. • Players can also ask questions about the game’s key features. The Call of Duty Alexa Skill takes advantage of voice technology in a way no other game has done, empowering fans to take their game to the next level. And this is just the beginning. In its first couple weeks, the Coach had hundreds of thousands of interactions with players, and we expect millions more to come.
Who worked on the project?
o Tim Ellis, CMO o Monte Lutz, SVP Consumer Engagement o Gina Hope, Sr Director, Marketing Technology o Diego Toledo, Associate Architect o Mark Burmeister, Senior Manager, Marketing Tech o Jagadish Kagitala, Senior Data Engineer o Mike Bleske, Senior Application Engineer o Sarah Ilarde, Manager, Marketing Tech o Takumi House, Application Developer o Gabe Alonso, Director CRM Strategy o Justin Taylor, Sr. Director, Digital Marketing o Mario Sgambelluri, Manager Digital Marketing o David Cushman, Senior Manager, Consumer Marketing o Shane Needham, Manager, Consumer Marketing o Nick Lamia, Production Coordinator
View the project video: https://www.youtube.com/watch?v=7c8O_XqZf78; https://www.youtube.com/watch?v=M0qYOfotof8; https://www.youtube.com/watch?v=hzBC7aA3utY
Thor Ragnarok–Aurora™ HD Video AdColony
Company Ad Colony
Introduction Date October 17, 2017
Project Website
Why is this project worthy of an award?
In early November 2017, Disney was releasing its much-anticipated superhero film, Thor Ragnarok. To drive awareness of the new Marvel film among moviegoers and drive ticket sales, they partnered with OMDe and AdColony to create a two-week mobile ad campaign that leveraged the unique interactive capabilities of Aurora™ HD Video. Tapping into the foundational comic book premise of superheroes and villains, users chose a side Thor (hero) or Hela (villain). Once selected, users could assemble their team of characters by tapping on the screen, and one of two custom-cut interactive trailers played. On opening weekend, box office sales topped $122 million – higher than Spider Man: Homecoming, which came out just a few months earlier. Campaign results also beat all expectations: Video Completion Rate Consumers watched the entire video More than 9 out of 10 users completed the video experience, across iOS, Android and tablets Performance = 2X higher than Moat Viewable on Complete benchmark Engagement Rate They were drawn in immediately and started to engage On tablets, more than half (51.8%) of unique users served the ad chose to take action and engage with it Overall engagement was 25X higher than competitor benchmarks for interactive pre-roll video Average Time Spent Moviegoers felt “invested” in the ad and took action at the end Users spent an average of 12.8 seconds on the dynamic end card, and engagement with CTAs (e.g, watch behind-the-scenes video, purchase tickets) was 2X higher than DEC average Over 300,000 people chose to “re-play” the interactive trailer experience to switch teams, get different characters, etc.
What else would you like to share about your design? Why is it unique and innovative?
Beyond results, this campaign demonstrated out-of-box thinking with the following additions to the campaign parameters and creative details: A fully immersive video experience. This “choose your own adventure” style of video experience was a first-to-market opportunity that Disney chose to use, being one of the most innovative companies of all time. From both a creative and technological perspective, this kind of execution is extremely complicated, requiring custom-made content for each variation to meet file size/specifications, as well as custom end cards depending on which experience the user chose, yet the campaign was executed seamlessly and on time. Multicultural focus. Creative agencies often become accustomed to designing for a specific audience, since demographics are shared at the beginning of the design process and are carefully taken into account when making decisions about tone, style, and the delivery of ad messaging. For this campaign, Disney wanted to be inclusive of all demographics, with campaign targeting not just around parents, males, tweens, etc. but considering Hispanic and other groups in the delivery of impressions. This presents its own set of design challenges, which the campaign met and exceeded in its mass appeal to all audiences – also, not just to Marvel/Disney fans and moviegoers within that demographic segment, but to those who were unfamiliar with the franchise. Haptic effects. Haptic effects, or using the mobile device’s native technology (motor) to produce touch-feedback vibration as part of the engagement, was embedded into the creative unit. As users assemble their team of characters by tapping on the screen when they appeared, for each character found, a physical haptic response was triggered and visually the character was illuminated on the bottom of the screen, giving instant gratification and confirmation of the user’s choice. In a time in which instant “feedback” is valued so highly by mobile consumers, this mobile ad replicated the feeling of that first like on a Facebook or Instagram post.
Who worked on the project?
Disney Digital Marketing, Disney Media, OMD Entertainment, AdColony
View the project video: https://www.dropbox.com/s/qao70q6q2mom280/Thor_FastCo_award_video_acv_051018.mp4?dl=0
Touchscreen Emotion Detection Technology
Why is this project worthy of an award?
Emotions matter because they impact our perception, affect our physical strength, interfere with our reason & influence our decision making. Enriching users' experience with emotional insight is key for user's personal well-being and mental health and fosters social peace, clarity in communications and empathy.
What else would you like to share about your design? Why is it unique and innovative?
Imagine the future of human-computer interactions... Users will no longer have to say or write anything about their emotions. Apps will be enabled to listen to users' emotions, as they touch, and interact with content on the screen. A new communication channel will be opened. A portal to the subconscious mind. A touch-board for emotions! After the camera, microphone, keyboard and mouse, emaww's technology is the next input source.
Who worked on the project?
Alicia Heraz, Eng., PhD - Artificial Intelligence Anna Grenn - Interactive Design Yaroslav Kitaroha - Mobile Application Aleksandar Ilic - Emotion Labelling Krishan Komar - Back-end Development
View the project video: https://www.youtube.com/watch?v=YXzysbbBNCY
Toyota Mirai AI
Company Tool
Introduction Date May 18, 2017
Project Website
Why is this project worthy of an award?
This was a true example of how product influences form, and how a great amount of time, trial & error, and strategy can work together to collectively pay off in a great way. We were tasked with promoting the Toyota Mirai, quite a ‘scientific’ car, in that it runs on hydrogen fuel cells, gets 312 miles on a full tank, and only emits water vapor. Once we found our demographic-- tech and science enthusiasts-- we had to target them with something they (who, let’s face it, are difficult to impress) would not only talk about at length, but would also share. The team for Mirai AI created thousands of ads with messaging crafted based on the tech and science enthusiasts’ interests. The team first had to spend three months training the IBM’s supercomputer Watson to piece together coherent sentences and phrases. The team then ranked the AI responses in order to train the technology on whether something was “good” or “bad. Through a long, yet focused process, the campaign “Thousands of Ways to Say Yes” was ultimately created, pitching the Toyota Mirai through short video clips. The copy was tailored to more than 100 different demographics, resulting in “thousands” of pieces of content and plenty of buzz through ad press and social media.
What else would you like to share about your design? Why is it unique and innovative?
To set up a structure for the campaign, 50 scripts were written based on location, behavioral insights, and occupation data that explained the car’s features. The scripts were then used to train Watson so it could whip up thousands of pieces of copy that sounded as if they were written by humans. To give Watson guidelines yet allow it to have creative freedom to come up with some of the thoughts on its own, the AI scraped the internet, including sites like YouTube and Wikipedia, to create a neural network of words and phrases about what it means to be a scientist and put the thoughts together into sentences.
Who worked on the project?
Managing Partner / Executive Producer - Dustin Callif - Tool Managing Partner / Executive Producer - Oliver Fuselier - Tool Executive Producer - Erich Joiner - Tool Executive Producer - Chris Neff - Tool Creative Director - Ben Priddy - Tool Producer - Tara Conlin - Tool Artist - Sabri Sansoy - Tool Executive Creative Director - Chris Pierantozzi - Saatchi & Saatchi LA Associate Creative Director - Jake Miksoh - Saatchi & Saatchi LA Associate Digital Director - Stephen Lee - Saatchi & Saatchi LA Chief Creative Officer - Jason Shragger - Saatchi & Saatchi LA Copywriter - Amanda Miller - Saatchi & Saatchi LA Copywriter - Tess McGuire - Saatchi & Saatchi LA Executive Director, Integrated Production - Lali Kohler - Saatchi & Saatchi LA Director of Digital Production - Keith Bellinger - Saatchi & Saatchi LA Executive Producer – Nick Ngai - Saatchi & Saatchi LA Digital Integrated Producer - Bob Guerrero - Saatchi & Saatchi LA Group Account Director - Bryan Desena - Saatchi & Saatchi LA Account Director – Hansoul Kim - Saatchi & Saatchi LA Account Supervisor - Kara Hardy - Saatchi & Saatchi LA Account Executive – Jhordan Ford - Saatchi & Saatchi LA Account Executive – Natalie Johnson - Saatchi & Saatchi LA Account Executive - Kiara Collazo - Saatchi & Saatchi LA Account Coordinator - Jeff Winsper - Saatchi & Saatchi LA
View the project video: