Kodak
Brand Experience — Solo Project
Beyond Moments. The future of KODAK lies in a dynamic fusion of memory, AI, and storytelling.
Problem.
Kodak’s brand equity is anchored to a photographic past that no longer matches how memories are made.
Solution.
Beyond Moments — a capture-analyze-refine experience fusing memory, AI, and storytelling into immersive retellings.
Introduction & History
They created a future no sci-fi movie ever could have imagined—one where we can capture more photos than comprehendible. In 2021 alone, it’s estimated to be more than 1,440,000,000,000. These same cameras power self-driving cars, can see deep into space and even capture black holes.
There’s only one problem with this story. Kodak created the Digital camera but shelved the idea to protect another future, one where we are still capturing the world through film.
1,440,000,000,000 photos captured in 2021 alone.
George Eastman founds Kodak
The Brownie camera is released for one dollar
Kodachrome color film is introduced
A Kodak engineer invents the first digital camera
Kodak files for Chapter 11
Beyond Moments concept
Problem Statement
Kodak has lost its way, forgetting what made its brand the powerhouse it once was—favoring time-tested ideas that dig their own grave. Companies today must not focus on the present to solve issues; they should seek ones from the future.
Memory, AI, & storytelling.
Overview.
The future of KODAK represents a transformative shift in how we experience moments. Merging captured memories with the power of AI, venturing into a realm that is both novel and recognizable, where the essence of moments is not only revisited but transcended.
Approach.
Effectively deliver strategically curated multi-touchpoint brand experiences through curated interactions and exploring emerging technologies that improve the quality of the target customers’ daily lives.
Beyond Moments.
Kodak’s vision breaks free from the confines of conventional photography and dares to embrace the boundless potential of AI-augmented storytelling. A captivating harmony emerges through a unique blend of human artistry and AI’s analytical capabilities.
This fusion goes beyond traditional photography, transporting into immersive narratives, where every captured moment becomes a gateway to untold stories.
By leveraging the power of memory, AI, and storytelling to redefine the essence of “captured moments.” Through this powerful fusion of memory, AI, and storytelling, KODAK empowers us to cherish our past, shape our present, and envision an exciting and transformative future.
Vision
Kodak products should be an extension of the psyche. A collaborative synergy, bridging the creative soul with the ambitious spirit.
Business Drivers
In 2012 Kodak declared bankruptcy and while they have tried to venture into new business areas they have continued to shrink.
$11.4B in 2005. $1B in 2020.
Iconic. Powerful legacy. Quality & precision. Leader in image processing, materials & chemicals.
Bankruptcy diminished image. Lacks modern innovation.
Follow emerging consumer trends. Leverage innovative, iconic history and drive to create relevant products & services.
Though established, competition in imaging space. Reduction in printing.
Capture
The moment is taken in — the image, along with its time, place, and weather.
Analyze
The experience learns what it sees — recognizing friends, family, and environmental objects, and what they mean to you.
Refine
Everything composes into the immersive experience — the moment, retold.
Experience
Inputs are generated from time, place, and weather. The app will recognize friends and family and environmental objects to create an immersive experience.
Process Deck
Selected slides from the full strategy deck.
