Cox Communications creates emotive subtitles for people on the spectrum

Cox Communications – Project Convey

Credits

powered by

Agency 180/Los Angeles
Production Company Sanctuary Content
Director Paul Hairston

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency 180/Los Angeles
Production Company Sanctuary Content
Director Paul Hairston
Associate Creative Director Guiga Cunha
Associate Creative Director Juan Arboleda
Chief Creative Officer Al Moseley
Executive Creative Director Mike Bokman
Group Creative Director Jason Rappaport

Editing Cartel
Editor Chris Catanach
Color The Mill/Los Angeles
Colorist Paul Yacono
Audio record/Mix Lime Studios
Mixer Jeff Malen
Mixer Loren Silber
Tech Production Company UNIT9/USA

Editing Producer Gail Butler
Creative Nick Cade
Creative Akos Papp
Executive Producer Natalie Parish

Show full credits

Hide full credits

Credits powered by

Since the rise of you-know-what a couple of years ago, we've all got a lot more used to people peering into our 'home office' (aka, the least messy corner of the bedroom) for video calls.

However, as this powerful campaign from Cox Communications shows, communicating over screen can be an issue for people diagnosed as being on the autism spectrum, and, as that's 1 in 44 of us, that's something to take seriously.

The company's solution is Project Convey, a partnered effort to create a video chat prototype that helps people on the spectrum make more meaningful connections. Ingeniously, using speech and facial recognition technology, the prototype analyses facial expressions, words, and tone of voice to interpret and assign meaning to video chat interactions, translating them instantly into a single emoji that can be more readily understood by individuals on the spectrum.

Credits

Cox Communications – Project Convey: Jack’s Story

Credits

Cox Communications – Project Convey: Pratik’s Story

Like traditional emojis, the prototype uses colour and animation to convey emotion, only this time the emojis reflect the emotions of the other chat user in real-time - conveying intent and meaning that facilitate understanding and appropriate response.

Developed by 180LA, the technology isn't just some smart marketing exercise, with both video prototype and research being made available in the hope that one day every video chat platform will implement the tools.

"Over the last two years, video chat has become a part of our everyday lives. It’s how we stay connected,” stated Mike Bokman, Executive Creative Director. “But the truth is, the technology leaves out so many people on the spectrum who have a harder time reading non-verbal cues.

"That’s why we set out to create technology that makes video chat more inclusive; something that can help people on the autism spectrum process, interpret, and connect."