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Bringing Lego Fish and Global AR Gnomes to Life, with Trigger Global's Jason Yim
Step 1: Plant augmented reality
gnomes across the world. Step 2: …? Step 3: PROFIT!
Just kidding -- Trigger Global's
army of AR gnomes has a more solid business plan than the Underpants
Gnomes, as well as many other ventures across popular brands,
utilizing mixed reality technologies to bring them to life. CEO Jason
Yim emerges from his hidden meadow to talk about a few of them.
Alan: Hi, my name is Alan
Smithson, the host of the XR for Business Podcast, and today's guest
is Jason Yim. He is the CEO and executive creative director of
Trigger Global, the mixed reality agency. He has creatively led over
150,000 hours of development in mixed reality, including as a Snap
Lens Studio partner, preferred developer for Facebook, and showcase
developer for Euphoria and Google, as well as an early adopter and
early developer for Magic Leap. Yim's recent high-profile work
incorporates mixed reality in marketing for Star Wars: The Last Jedi,
product development for Hot Wheels, and location-based experiences
such as the fish designer for Lego House, and of course, enterprise
tools for AR evaluation tool for Honda. Yim is a recognized speaker
around the world and he has held the stage at major technology and
industry conferences in Singapore, Shanghai, Berlin, Tokyo,
Copenhagen, London, New York, Los Angeles, San Francisco, and all
over the place. Jason's returned to his childhood home to speak at
TEDx Hong Kong on computer vision bringing toys to life. Yim has also
been featured in Apple's first TV show, "Planet of the Apps,"
and won two LA Auto Show award design challenges back to back, with
his partners at Honda Advanced Design. Additionally, Jason has been
assigned four patents in augmented and mixed reality, with several
more pending. To learn more about Trigger Global, you can visit
triggerglobal.com.
Jason, welcome to the show.
Jason: Alan, thanks for that
kind introduction.
Alan: It's amazing, just that
introduction; you think "Holy crap, you've done work with Honda.
You've done work with Lego. You've done work with Snapchat, and
Facebook, and Google." It's crazy, the things that you've done.
And you joined us on stage at AWE this year, to talk about
supercharging your marketing. Tell me about some of the things you
guys are working at right now.
Jason: Yeah, I think for us on
the marketing side it's actually quite an interesting time. We're
seeing basically the market maturing a little bit and then kind of
dividing into two big chunks of work. On the introductory to AR side
of things, we have the social lenses. So that's the
Snap/Facebook/Instagram approach, where it's a small experience for a
smaller budget and it's going through someone else's app, but it's a
much larger user base, which is a good way to start it off. And then
the other group of projects that we work on are kind of larger
development, where the brand can own their own app or they have an
existing app and we're pushing an AR module into that existing app.
Alan: Let's break those into
pieces, here. The first one you mentioned is smaller ones with social
lenses. Can you maybe talk about some of the work you've done in
that?
Jason: Sure. We were one of
Snap's first agencies -- the Lens Studio partners. We actually were
kind of a guinea pig as they were developing the Lens Studio itself.
I believe we're probably one of the first people outside of Snap to
actually use the tool. On the client side, we've worked with
everywhere from Adidas, Pepsi, the NFL, all from sports and brands on
the lens side. On the Snap side, typically they are coming to us. We
either bring opportunities to Snap where we have clients coming in,
and that they're interested in doing a lens, and then we will connect
with a Snap team person as well. Or sometimes Snap brings the
opportunities
View all episodes
By Alan Smithson from MetaVRse
4.5
1212 ratings
Step 1: Plant augmented reality
gnomes across the world. Step 2: …? Step 3: PROFIT!
Just kidding -- Trigger Global's
army of AR gnomes has a more solid business plan than the Underpants
Gnomes, as well as many other ventures across popular brands,
utilizing mixed reality technologies to bring them to life. CEO Jason
Yim emerges from his hidden meadow to talk about a few of them.
Alan: Hi, my name is Alan
Smithson, the host of the XR for Business Podcast, and today's guest
is Jason Yim. He is the CEO and executive creative director of
Trigger Global, the mixed reality agency. He has creatively led over
150,000 hours of development in mixed reality, including as a Snap
Lens Studio partner, preferred developer for Facebook, and showcase
developer for Euphoria and Google, as well as an early adopter and
early developer for Magic Leap. Yim's recent high-profile work
incorporates mixed reality in marketing for Star Wars: The Last Jedi,
product development for Hot Wheels, and location-based experiences
such as the fish designer for Lego House, and of course, enterprise
tools for AR evaluation tool for Honda. Yim is a recognized speaker
around the world and he has held the stage at major technology and
industry conferences in Singapore, Shanghai, Berlin, Tokyo,
Copenhagen, London, New York, Los Angeles, San Francisco, and all
over the place. Jason's returned to his childhood home to speak at
TEDx Hong Kong on computer vision bringing toys to life. Yim has also
been featured in Apple's first TV show, "Planet of the Apps,"
and won two LA Auto Show award design challenges back to back, with
his partners at Honda Advanced Design. Additionally, Jason has been
assigned four patents in augmented and mixed reality, with several
more pending. To learn more about Trigger Global, you can visit
triggerglobal.com.
Jason, welcome to the show.
Jason: Alan, thanks for that
kind introduction.
Alan: It's amazing, just that
introduction; you think "Holy crap, you've done work with Honda.
You've done work with Lego. You've done work with Snapchat, and
Facebook, and Google." It's crazy, the things that you've done.
And you joined us on stage at AWE this year, to talk about
supercharging your marketing. Tell me about some of the things you
guys are working at right now.
Jason: Yeah, I think for us on
the marketing side it's actually quite an interesting time. We're
seeing basically the market maturing a little bit and then kind of
dividing into two big chunks of work. On the introductory to AR side
of things, we have the social lenses. So that's the
Snap/Facebook/Instagram approach, where it's a small experience for a
smaller budget and it's going through someone else's app, but it's a
much larger user base, which is a good way to start it off. And then
the other group of projects that we work on are kind of larger
development, where the brand can own their own app or they have an
existing app and we're pushing an AR module into that existing app.
Alan: Let's break those into
pieces, here. The first one you mentioned is smaller ones with social
lenses. Can you maybe talk about some of the work you've done in
that?
Jason: Sure. We were one of
Snap's first agencies -- the Lens Studio partners. We actually were
kind of a guinea pig as they were developing the Lens Studio itself.
I believe we're probably one of the first people outside of Snap to
actually use the tool. On the client side, we've worked with
everywhere from Adidas, Pepsi, the NFL, all from sports and brands on
the lens side. On the Snap side, typically they are coming to us. We
either bring opportunities to Snap where we have clients coming in,
and that they're interested in doing a lens, and then we will connect
with a Snap team person as well. Or sometimes Snap brings the
opportunities