From VapoRub to Pampers and Swiffer, P&G has been innovating for over 180 years. Today, they’re out to reinvent the way they connect and deliver value to consumers via digital: IoT, AI, machine learning, big data, AR/VR, mobile and other cutting-edge technologies. At the center of this ambitious vision is an internal agency called Alchemy.

Separate but funded by P&G, Alchemy thinks and operates like a startup or creative firm. But they’re up against unique challenges and expectations. Working on some of the biggest brands in the world, potential revenue can run in the tens of millions, or even billions. And that’s a lot of pressure. Paul Armstrong, Alchemy’s Head of Design, shares how Alchemy came about, what led him to join and what might be next as the global behemoth continues to reimagine our day-to-day as we know it.