Forward Rhythm
Technology that’s designed in partnership with the disability community is ultimately more useful for everyone. More and more, people in the disability community are the co-creators of the tools that are helping them and others pursue their goals and live the lives they want.
Google is committed to advancing accessibility for everyone through the use of technology, and we wanted to deliver this message via the story of Atlanta-based drummer, Jason Barnes. After losing his lower right arm in an electrical accident in 2012, Jason remained determined to continue pursuing music. He teamed up with a group of Georgia Tech researchers on a multi-year journey to develop a custom, TensorFlow (machine learning) powered drumming arm. This revolutionary prosthetic enables him to drum almost as naturally as if he was playing with his own arm.
Social Campaign
The role of @google (organic) social is to add value in the lives our community through direct engagement, helpfulness, and education. Content should be additive in the lives of all community members, building deeper emotional connections, and re-shaping brand impression, trust, and advocacy.
With this positioning in mind, the focus for Forward Rhythm shifted from teasers aimed solely at link clicks, to developing bespoke, enriching stand-alone social stories. The objective was to provide further context into the journey of Jason Barnes and the team dedicated to bringing the TensorFlow-powered drumming arm to life. All campaign social content expanded upon this multifaceted story, engaging our community around the themes of dreams, technology, and inclusivity.
Hiring Justin Kaneps, a photographer who is also a member of the disability community, enabled an authentic photojournalistic view into Jason’s life and story.
Leveraging Jason’s relationship with comedian, Fred Armisen, we were able to maximize reach and exposure of Jason’s story and the Forward Rhythm campaign.
Bespoke, snackable video vignettes provided additional access to Jason’s multi-faceted journey and story.