Create
We enable others to create digital experiences using psychometrics
Predictive World
Predictive World
We worked with SID LEE and Stink Digital on a project to develop an interactive and predictive data visualization for the launch of Ubisoft's Watchdogs 2 video game. In the game, the protagonist is arrested for a crime he is predicted to commit by a 'smart city' law enforcement system. We showed how this fictional premise was dangerously close to reality, by designing a custom predictive algorithm using 6.4 billion data points, that combined psychological insight with location-based data amassed from open datasets such as the OECD and WHO. Predictive World was awarded a D&AD Graphite Pencil in the Digital Design/Websites category, for 'stand-out work, beautifully executed with an original and inspiring idea at its core', as well as a Gold Cube for Data Visualisation at the 96 th ADC Awards.
Data Selfie
Data Selfie
Data Selfie is an art project completed by Hang Do Thi Duc and Regina Flores Mir as part of the NYC Media Lab Combine program. They created a free and open source browser plugin that allows its users to record themselves using social media platforms and make sense of their behavior through analytics or download their data. The project “aims to provide a personal perspective on data mining, predictive analytics and our online data identity – including inferred information from our consumption”. Our models were used alongside other services to generate the psychological part of this “inferred information” and the project received support from the New York City Economic Development Corporation, the Mayor's Office of Media and Entertainment, the Shuttleworth Foundation, the Mozilla Foundation and the Open Society Foundations.
Privacy
Privacy
Apply Magic Sauce was used in a live audience interaction scene in the performance of 'Privacy', a play written by James Graham. The play was inspired by the Snowden revelations and looks at how the personal information we share is used by the government and other corporations, and how this affects our security. Our predictive algorithm provided audience members with insight on their individual digital footprints during the performance and our research is discussed by one of the central characters. David and Michal also feature as characters in the play in their own right. 'Privacy' first opened at London's Donmar Warehouse in 2014 and has since been perfomed at the Public Theatre in New York (starring Daniel Radcliffe) and at the Teatro de los Insurgentes in Mexico City (starring Diego Luna).
Cached
Cached
Cached is an interactive experience in which you meet your digital self. The project takes the form of a physical installation as well as an online demo. It was created by Cached Collective as part of the Hive art and research residency at the camp innovation hub in Aix-En-Provence, France. The project uses Apply Magic Sauce to enable users to analyse their online data and explore the outcomes in a creative and tangible way. Cached Collective create impactful experiences that delve into data, algorithmic complexity, and obscure infrastructure, especially focusing on how these affect the individua. The Cached project encourages a more informed discussion on algorithmic trust and alternative data ownership models, such as the concept of data unions.
Profiling Einstein
Profiling Einstein
Albert Einstein is undoubtedly the embodiment of genius. But what would he have been like if he had lived in the age of social media, posting his ideas online rather than writing them in journals or on chalkboards? We set out to answer this question by predicting Einstein's personality in tandem with the launch of the 'Genius' series on National Geographic about the scientist's life. We mined the text of Einstein's personal letters, focusing on the period of his stay in Berlin (1914-1932), and ran nearly 6,000 words he had written through our psycholinguistic prediction algorithm. The results were made into an infographic and showed that Einstein's writing reveals an artistic, introverted and competitive young man. His Jungian type was INTJ, one of the rarer of the 16 types accounting for approximately 2-4% of the population. If he were alive today, he might enjoy watching series such as 'House', 'Dexter' or 'The Big Bang' and listening to Coldplay, The Killers and Guns N' Roses.