Eleven · 2019 · Integrated Producer
Google Cloud × March Madness
In 2019 Google Cloud wanted to prove what its data tools could actually do, on the biggest sports stage in America, while the games were still being played. Not a recap. Not a next-day case study. Live, on the broadcast, between the buzzers.
What I owned
- Integrated Producer
- Orchestrated creative, engineering (Gentleman Scholar, Cloneless), and media
- Shipped a real-time rendering pipeline for live broadcast TV
The brief
Build TV spots that react to the game as it happens. If the bracket shifts at halftime, the ad shifts with it, finished and on air before the second half tips off.
The system
We built a pipeline that turned live game data into finished thirty-second spots in under ten minutes. Nearly 100,000 unique variations were possible; the system picked the right one for the moment and rendered it for broadcast.
On air
Six predictive spots aired live across the Final Four and Championship, to 43 million viewers. Every one of the six predictions came true. The data was real, the rendering was real, the clock was real; nobody had run a marketing system at that tempo on live television.
The outcome
Produced at Eleven Inc. Partners: Gentleman Scholar, Cloneless.
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