David Norris, Creative Director at Snap used his 99-second talk at the 99//Club Digital Festival to discuss what he believes to be the fastest way to communicate: the camera. Describing the journey of the camera, David said, “They’re getting smarter and faster, the experiences it can layer on for someone onto their real world is changing the game”.
“Think of the potential for utility and experience and the genuine way to actually connect with your audience through the camera”, urged David. He drew attention to the fact that users of the Snap platform are “using the camera kind of like a keyboard; they’re using it for experience, they’re using it for entertainment and for utility”, suggesting there are so many opportunities for brands to harness AR and the camera to communicate with their customers.
NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.
The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.
