In 2011, a cognitive supercomputing system developed at IBM named “Watson” was pitted against, and subsequently defeated, two of the most successful Jeopardy! game-show contestants of all time. A project five years in the making, Watson was initially developed as a “Grand Challenge” successor to Deep Blue, the machine that beat Gary Kasparov at chess, and was a prototype for DeepQA, a question/answer natural language analysis architecture. Since his Jeopardy! triumph, however, Watson has been successfully applied towards improving health care, oncology, business applications and soon enough… even education. At the same time that IBM has been expanding Watson’s cognitive computing abilities, they’ve also been brilliantly marketing him to the general public through a series of traditional and interactive ads.
As part of our ongoing “Selling Science Smartly” series, we analyze the Watson campaign in more depth and feature an exclusive and insightful podcast conversation with the IBM marketing team behind it.
Campaign: Watson
Agency: IBM/Ogilvy&Mather
Industry: Cognitive computing/information technology
Quick thought experiment. Name at least a couple of technology advertising campaigns (not including Apple) that have been so memorable and clever, they either compelled you to buy a product or piqued your curiosity to learn more about it. Chances are, you can’t. For one thing, outside of computers and gadgets, “big picture” technologies like cloud computing, artificial intelligence and artificial neural networks have still not become fully mainstream. For another, like many high-end sophisticated science applications, it is difficult to communicate such abstract applications in bite-size pieces. IBM’s recent Watson campaign, centered around its powerful cognitive question/answer (QA) computing device, defies conventional tech branding. It’s instantaneously attention-getting. It features Watson’s attributes by incorporating one of the hallmark rules of film-making/screenwriting: show, don’t tell. Most importantly, humans are the centerpiece of each commercial/spot, which is an important antidote to Hollywood-induced fears of robotic takeover and a more realistic depiction of how we will really subsume AI into our existence through small steps.
Here is Watson summarizing his seemingly endless array of capabilities for integration of deep learning:
Here is Watson explaining his capacity for improving digital health and diagnostics in medicine to an adorable young patient:
Recently, Watson displayed his technological versatility in an interactive campaign where he helped design a supermodel’s “Cognitive Dress.” The dress was equipped with lighting to monitor real-time social media reactions and represents an example of augmenting the creative process with technology in the future.
Why It’s Good Science Advertising
Whether he’s enjoying a one-on-one conversation with virtually any human, designing dresses or helping people cook gourmet meals, Watson comes across as versatile, approachable and interactive. Soon, Watson will even produce meta-advertising, in the form of cognitive marketing — enabling consumers to have remote brand-related conversations with Watson Ads suited to their individual needs and questions about a particular product. As illustrated in the video below, the Watson campaign, like the technology itself, represents a total commitment to brand awareness, IBM’s core mission and the eventual potential of the cognitive technology device. And, it’s memorable!
Why It Works
With a cognitive machine as powerful and versatile as Watson, brand messaging presents two major challenges: succinctly communicating the complex framework of solutions for consumers, businesses and institutions, and doing so in an emotionally engaging manner. Watson succeeds on both accounts. He describes his capabilities from a first-person perspective, not through omniscient narration. He functions through interlocution, which lends an intimacy to the commercials — any one of us might find ourselves interacting with Watson and requesting his help. He is fun and funny; brilliant yet adorably inept in human slang; cheeky yet serious; always helpful, curious and collaborative. In essence, Watson has been branded as an anthropomorphic companion instead of a sterile robot. 21st Century technology will inevitably be personal, inclusive and integrated into our lives. The Watson campaign feels like the realistic unveiling of the cognitive computing era. Take a look at Watson’s conversation with Ridley Scott about artificial intelligence, as portrayed in Hollywood (referenced in our podcast below):
What Other Science Campaigns Can Learn From This One
Creative risk-taking is essential for successfully marketing sophisticated technology, not just in the content itself, but in how it is crafted. In the immediate predecessor to the Watson campaign, a series of spots entitled “Made With IBM” traveled across three continents to share short, documentary-like stories about cross-applications of a panoply of IBM technology and its relevance in today’s connected world. Accordingly, the aggregate Watson ads and interactive spots present an engaged, personalized look at how cognitive computing will facilitate faster, more improved and easier tasks in all areas of human life in the future while making an immediate impact in several industries right now. Indeed, IBM’s commitment to incorporating storytelling across all of its content extends to the unusual move of hiring screenwriters to join its marketing team. IBM also partnered with the TED Institute for multi-year thought leadership symposium where critical ideas related to technology and data-driven computing, along with the ways they could change the world, were shared by leading experts. In the process, this multi-platform approach not only taps into the next generation of consumers, but slowly assuages understandable reservations about artificial intelligence.
To help gain insight into the creative development and thought process behind the Watson campaign, as well as the greater context of using didactic advertising and thought leadership to inform about complex technology, ScriptPhD.com was joined for a conversation with IBM’s Vice President of Branded Content and Global Creative Ann Rubin and Watson Chief Marketing Officer Stephen Gold. Listen to our podcast below:
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ScriptPhD.com covers science and technology in entertainment, media and advertising. Hire our consulting company for creative content development. Follow us on Twitter and Facebook. Subscribe to our podcast on SoundCloud or iTunes.
The current scientific landscape can best be thought of as a transitional one. With the proliferation of scientific innovation and the role that technology plays in our lives, along with the demand for more of these breakthroughs, comes the simultaneous challenge of balancing affordable lab space, funding and opportunity for young investigators and inventors to shape their companies and test novel projects. Los Angeles science incubator Lab Launch is trying to simplify the process through a revolutionary, not-for-profit approach that serves as a proof of concept for an eventual interconnected network of “discovery hubs”. Founder Llewelyn Cox sits down with ScriptPhD for an insightful podcast that assesses the current scientific climate, the backdrop that catalyzed Lab Launch, and why alternatives to traditional avenues of research are critical for fueling the 21st Century economy.
As science and biotechnology innovation go, we are, to put it in Dickensian terms, in the best of times and the worst of times.
On the one hand, we are in the midst of a pioneering golden age of discovery, biomedical cures and technological evolution. It seems that every day brings limitless possibility and unbridled imagination. Recent development of CRISPR gene-editing machinery will facilitate specific genome splicing and wholescale epigenetic insight into disease and function. Immunotherapy, programming the body’s innate immune system and utilizing it to eradicate targeted tumors, represents the biggest progress in cancer research in decades. For the first time ever, physicists have detected and quantified gravitational waves, underscoring Einsteins theory of gravity, relativity and how the space continuum expands and contracts. The private company SpaceX landed a rocket on a drone ship for the first time, enabling faster, cheaper launches and reusable rockets.
Despite these exciting and hopeful advancements, many of which have the potential to greatly benefit society and quality of life, there remain tangible challenges to fostering and preserving innovation. Academic science produces too many PhDs, which saturates the job market, stifles viable prospects for the most talented scientists and even hurts science in the long run. Exacerbating this problem is a shortage of basic research funding in the United States that represents the worst crisis in 50 years. And while European countries experience a similar pullback in grant availability, developing countries are investing in research as an avenue of future economic growth. High-risk, high-reward research, particularly from young investigators, is suppressed at the expense of “safe research” and already-wealthy, established labs. Conduits towards entrepreneurship are possible, many through commercializing academic findings, but few come without strings attached, start-up companies are in a 48% decline since the 1970s. With research and development stagnating at most big pharmaceutical companies and current biomedical research growth unsustainable, there is an unprecedented opportunity to disrupt the innovation pipeline and create a more robust economy.
In an effort to boost discovery and development, there has been a permeation of venture capital accelerators and think-tank style early stage incubators from the technology sector into basic science; indeed it’s experiencing a proliferating boom. Affordable space, world-class facilities, access to startup capital and a opportunity to explore high-risk ideas — all are attractive to young academics and scientific entrepreneurs. Even pharmaceutical giants are spawning innovation arms as potential sources of future ideas. Large cities like New York are even using incubator space as a catalyst for growing a localized biotechnology-fueled economy. Such opportunities, however, don’t come without risk and collateral to innovators. As Mike Jones of science, inc. warns, the single biggest question that innovators must asses is: “Is the value I am getting equal to the risk I am saving, through equity?” Many incubators and accelerators act as direct conduits to academia and industry, both for talent recruitment and retention of intellectual material. In fact, the business model governing incubator space and asset allocation can often be nebulous, and sometimes further complicated by mandatory “collaborative” sharing not just of materials and space, but data and intellectual property. Even wealthy investors, who are now underwriting academic and private sector research, want a voice in the type of research and how it is conducted.
Amidst this idea-driven revolution was borne the concept of Lab Launch, a transformative permutation of incubator space for fostering pharmaceutical and biotechnology innovation. The fundamental principle behind Los Angeles-based Lab Launch is deceptively simple. As a not-for-profit endeavor, it provides simple, sleek and high-level equipment and space for life science and biotechnology experimentation. Because all shared equipment is donated as overflow from companies and laboratories that no longer need it, costs are minimized towards laboratory management fees and rental of facilities. As a stripped-down discovery engine model, this allows Lab Launch scientists to keep 100% of their intellectual property and equity, something that is virtually unheralded for young innovators at early-development stages. On a more complex level, the potential wide-scale benefits of Lab Launch (and future copycat spawns) are profound and resonant. In an industry where the Boston-San Francisco-San Diego triumvirate presents a near-hegemony for biotechnology funding, development and intellectual assets, the growth of simple, inexpensive science incubators in large cities carries tremendous economic upside. Critics might point out the lack of substantive guidance and elite think tank access of such a platform, yet 90% of all incubators and accelerators still fail, regardless. Moreover, selection criteria are often biased towards specific business interests or research aims that buoy academia and venture capital profiteers, which weed out the most high-risk ideas and participants. How, for example, would a scientist without a PhD or prestigious pedigree get access to a mainstream incubator lab space? How would a radically non-traditional idea or approach merit mainstream support or funding? A recent Harvard Business Review article suggests that lean start-ups with the most efficient, bare-bones development models, have far higher success rates and should be the template for driving an innovation-based economy. As elucidated in the podcast below, opening doors to facilitate proof-of-concept innovation and linking a virtual network of lab spaces will give rise to not just the next Silicon Valley, but the great scientific breakthroughs of tomorrow.
Lab Launch founder Dr. Llewellyn Cox sat down with ScriptPhD for a podcast interview to talk about his revolutionary not-for-profit startup incubator and the challenging scientific environment that inspired the idea. Among our topics of discussion:
•How lack of funding and overflow of PhDs in the current scientific climate stifles creativity and innovation
•Why biotechnology will cultivate exciting new industries in the 21st Century
•How no strings attached incubators like Lab Launch help give rise to Silicon Valleys of the future
•Why we should in fact be hopeful about how scientific progress is advancing
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ScriptPhD.com covers science and technology in entertainment, media and advertising. Hire our consulting company for creative content development. Follow us on Twitter and Facebook. Subscribe to our podcast on SoundCloud or iTunes.
Space exploration is enjoying its greatest popularity revival since the Cold War, both in entertainment and the realm of human imagination. Thanks in large part to blockbusters like Gravity, The Martian and Interstellar, not to mention privatized innovation from companies like SpaceX, and fascination with inter-galactic colonization has never been more trenchant. Despite the brimming enthusiasm, there hasn’t been a film or TV series that has tackled the subject matter in a nuanced way. Until now. The Expanse, ambitiously and faithfully adapted by SyFy Channel from the best-selling sci-fi book series, is the best space epic series since Battlestar Galactica. It embraces similar complex, grandiose and ethically woven storylines of human survival and morality amidst inevitable technological advancement. Below, a full ScriptPhD review and in-depth podcast with The Expanse showrunner Naren Shankar.
200 years in future, humans have successfully colonized space, but not without discord. The Earth, overpopulated and severely crunched for resources, has expanded to the asteroid belt and a powerful, wealthy and now-autonomous Mars. Though the colonies of the asteroid belt are controlled by Earth (largely to pillage materials and water), its denizens are second-class citizens, exploited by wealthy corporations for deadly labor. Inter-colony friction, class warfare, resource allocation and uprising frame the backdrop for a political standoff between Mars and Earth that could destroy humanity.
Deeper questions of righteous terrorism, political conspiracy and human rights are embodied in a triumvirate of smart, interweaving plots that will eventually coalesce to unravel the fundamental mystery. Josephus Miller (Thomas Jane) is a great detective, but a lowly belter and miserable alcoholic, mostly paid to settle minor Belt security and corporate matters. But when he’s hired to botch an investigation into the disappearance of a wealthy Earth magnate’s family, Miller starts to uncover dangerous connections between political unrest and the missing heiress. Jim Holden (Steven Strait) is a reluctant hero – a “Belter” ship captain thrown into a tragic quest for justice – who unwittingly leads his mates directly into the conflict between Mars and Earth and, as he delves deeper, unravels a potentially calamitous galactic threat. Finely balancing this tightwire is Chrisjen Avasarala (Shohreh Aghdashloo), the Deputy Undersecretary of the United Nations, who must balance the moral quandaries of peacekeeping with a steely determination to avoid war at all costs.
Colonization is a very trendy topic right now in space and astrophysics circles, particularly on Mars, having discovered liquid water, which fosters favorable conditions for the evolution and sustainability of life. Could it ever actually happen? There would certainly be considerable engineering and habitability obstacles.
For now, modest manned exploration of Mars and Europa by human astronauts is a tentative first step for NASA.
The Expanse assumes all these challenges and explorations have ben overcome, and picks up at a time when humans biggest problem isn’t conquering space – it’s conquering each other. The show is sleek and very technologically adept, in direct visual contrast to the more dilapidated environment of Battlestar Galactica. Fans of geek chic technology can ogle at complex docking stations as ships move around the belt to and from Earth and Mars, see through tablets, pills that induce omniscience during interrogations and ubiquitous voice-controlled artificial intelligence. However, though a new way of life has been established, remnants of our current quotidian existence and human essence are still instantly recognizable. This isn’t the techno-invasive dystopia of Blade Runner or Minority Report.
Like, Battlestar Galactica, (a show The Expanse will invariably be compared to) there is a crisp, smart overarching commentary on human existentialism under tense circumstances. Survival and life in space. Adapting to the changing gravitational forces and physical conditions of travel between planets and the asteroid belt colonies. Most importantly, navigating the incendiary dynamics of a species on the brink of all-out galactic warfare. As show runner Naren Shankar mentions in our podcast below, all great sci-fi is historically rooted in allegory – the exploration of disruptive technological innovation (and the fear thereof) as a symbol of combating inequality and/or political injustice. At a time of great social upheaval in our world, a fight for dwindling global resources and against proliferating environmental devastation, many of the themes explored in The Expanse books and series are eerily salient. Perhaps they also act as a reminder that even if a technological revolution facilitates an eventual expansion into outer space, our tapestry of inclinations (good and bad) is sure to follow.
Naren Shankar, the executive producer and show runner of The Expanse, helped develop the adaptation of the sci-fi series buoyed by decades of merging the creative compasses of science and entertainment. A PhD-educated physicist and engineer, Shankar was a writer/producer on Star Trek: The Next Generation, Almost Human and Grimm, as well as a co-showrunner of the groundbreaking forensics procedural CSI. Dr. Shankar exclusively joined the ScriptPhD.com podcast to discuss his transition from PhD scientist to working Hollywood writer, the lasting iconic impact of Star Trek and CSI and how The Expanse evokes the best allegory and elements of the sci-fi genre to tell an existential narrative. Listen below:
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ScriptPhD.com covers science and technology in entertainment, media and advertising. Hire our consulting company for creative content development. Follow us on Twitter and Facebook. Subscribe to our podcast on SoundCloud or iTunes.
Dr. Kevin Grazier has made a career of studying intergalactic planetary formation, and, over the last few years, helping Hollywood writers integrate physics smartly into storylines for popular TV shows like Battlestar Galactica, Eureka, Defiance and the blockbuster film Gravity. His latest book, Hollyweird Science: From Quantum Quirks to the Multiverse traverses delightfully through the science-entertainment duality as it first breaks down the portrayal of science in movies and television, grounding the audience in screenplay lexicon, then elucidates a panoply of physics and astronomy principles through the lens of storylines, superpowers and sci-fi magic. With the help of notable science journalist Stephen Cass, Hollyweird Science is accessible to the layperson sci-fi fan wishing to learn more about science, a professional scientist wanting to apply their knowledge to higher-order examples from TV and film or Hollywood writers and producers of future science-based materials. From case studies, to in-depth interviews to breaking down the Universe and its phenomena one superhero and far-away galaxy at a time, this first volume of an eventual trilogy is the essential foundation towards understanding how science is integrated into a story and ensuring that future TV shows and movies do so more accurately than ever before. Full ScriptPhD review and podcast with author and science advisor Dr. Grazier below.
Most people who watch movies and TV shows never went to film school. They are not familiar with the intricacies of three-act structure, tropes, conceits and MacGuffins that are the skeletal framework of a standard storytelling toolkit. Yet no genre is more rooted in and dependent on setup and buying into a payoff than sci-fi and films conceptualized in scientific logic. Many, if not most, critiques of science in entertainment don’t fully acknowledge that integrating abstruse science/technology with the complex constraints of time, length, character development and screenplay format is incredibly demanding. Hollyweird Science does point out some egregious examples of “information pollution” and the “Hollywood Curriculum Cycle” – the perpetuation bad, if not fictitious, science. But after grounding the reader in a primer of the fundamental building blocks of movie-making and TV structure, not only is there a more positive, forgiving tone in breaking down the history of the sci-fi canon (some of which predicted many of the technological gadgets we enjoy today), but even a celebration of just how much and how often Hollywood gets the science right.
Conversely, the vast majority of Hollywood writers, producers and directors don’t regularly come across PhD scientists in real life, and have to form impressions of doctors, scientists and engineers based on… other portrayals in entertainment. Scientists, after all, represent only 0.2 percent of the U.S. population as a whole, and less than 700,000 of all jobs belong to doctors and surgeons. And while these professions are amply represented on screen in number, that’s not necessarily been the case in accuracy. The insular self-reliance of screenwriters on their own biases has led to stereotyping and pigeonholing of scientists into a series of familiar archetypes (nerds, aloof omniscient sidekicks), as Grazier and Cass take us through a thorough, labyrinthine archive of TV and movie scientists. But as scientists have become more involved in advising productions, and have become more prominent and visible in today’s innovation-driven society, their on screen counterparts have likewise become a more accurate reflection of these demographics – mainstream hits like The Big Bang Theory, CSI (and its many procedural spinoffs), Breaking Bad and films like Gravity, The Martian, Interstellar and The Imitation Game are just a recent sampling.
If you’re going to teach a diverse group of readers about the principles of physics, astronomy, quantum mechanics and energy forms, it’s best to start with the basics. Even if you’ve never picked up a physics textbook, Hollyweird Science provides a fundamental overview of matter, mass, elements, energy, planet and star formation, time, radiation and the quantum mechanics of universe behavior. More important than what these principles are, Grazier discerns what they are not, with running examples from iconic television series, movies and sci-fi characters. What exactly is the difference between weight and mass and force, per the opening scene of the film Gravity? How are different forms of energy classified? Are the radioactive giants of Godzilla and King Kong realistic? What exactly happens when Scotty is beamed up? Buoying the analytical content are a myriad of interviews with writers and producers, expounding honestly about working with scientists, incorporating science into storytelling and where conflicts arose in the creative process.
People who want to delve into more complex science can do so through “science boxes” embedded throughout the book – sophisticated mathematical and physics analyses of entertainment staples, trivial and significant. Among my favorites: why Alice in Wonderland is a great example of allometric scaling, the thermal radiation of cinematography lighting, hypothesizing Einsteinian relativity for the Back To The Future DeLorean, and just how hot is The Human Torch in the Fantastic Four? (Pretty dang hot.)
The next time readers see an asteroid making a deep impact, characters zipping through interplanetary travel, or an evil plot to harbor a new form of destructive energy, they’ll have a scientific foundation to ask simple, but important, questions. Is this reasonable science, rooted in the principles of physics? Even if embellished for the sake of advancing a story, could it theoretically happen? And for Hollywood writers, how can science advance a plot or help a character solve their connundrum? In our podcast below, Dr. Grazier explains why physics and astronomy were such an important bedrock of the first book – and of science-based entertainment – and previews what other areas of science, technology and medicine future sequels will analyze.
In the long run, Hollyweird Science will serve as far more than just a groundbreaking book, regardless of its rather seamless nexus between fun pop culture break-down and serious scientific didactic tool. It’s a part of a conceptual bridge towards an inevitable intellecutal alignment between Hollywood, science and technology. Over the last 10-15 years, portayal of scientists and ubiquity of science content has increased exponentially on screen – so much so, that what was a fringe niche even 20 years ago is now mainstream and has powerful influence in public perception and support for science. Science and technology will proliferate in importance to society, not just in the form of personal gadgets, but as problem-solving tools for global issues like climate change, water access and advancing health quality. Moreover, at a time when Americans’ grasp of basic science is flimsy, at best, any material that can repurpose the universal love of movies and television to impart knowledge and generate excitement is significant. We are at the precipice of forging a permanent link between Hollywood, science and pop culture. The Hollyweird series is the perfect start.
In an exclusive podcast conversation with ScriptPhD.com, Dr. Grazier discussed the overarching themes and concepts that influenced both “Hollyweird Science” and his ongoing consulting in the entertainment industry. These include:
•How the current Golden Age of sci-fi arose and why there’s more science and technology content in entertainment than ever
•Why scientists and screenwriters are remarkably similar
•Why physics and astronomy are the building blocks of the majority of science fiction
•How the “Hollyweird Science” trilogy can be used as a didactic tool for scientists and entertainment figures
•His favorite moments working both in science and entertainment
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ScriptPhD.com covers science and technology in entertainment, media and advertising. Hire our consulting company for creative content development. Follow us on Twitter and Facebook. Subscribe to our podcast on SoundCloud or iTunes.
In April of 2010, the California Science Center added a 45,000 square foot permanent exhibit called ‘Ecosystems,’ nearly doubling the size of the museum. Ten years in the making, at a cost of $165 million, ‘Ecosystems’ manages to impress visually and scholastically. ScriptPhD.com recently got a private tour and in-depth guide of the ambitious exhibit and didactic tool. Afterwards, we had the opportunity to sit down with the man that conceptualized ‘Ecosystems’ and curator of ecology at the California Science Center — Dr. Chuck Kopczak. An avid geologist, and devoted to the promulgation of quality science education, Dr. Chuck graciously sat down with us for an in-depth conversation about ‘Ecosystems,’ the future of science education, and energizing environmental causes through science. Our full tour and podcast, under the “continue reading” cut.
How can we protect and nurture our Earth’s diverse environment if we don’t even know about it? The Earth’s biodiversity is spectacular, with a singular globe housing millions of unique species that have to share space across extreme environments, weather zones and poles. Scientists concur that a better understanding of this diversity, and humanity’s impact on it through our modern life (we add 7 million people to the globe each month!), is an essential component of environmental education and effective activism in fighting pollution and effecting sustainability for future generations. In the heart of Los Angeles, at its most-visited museum, The California Science Center, lies a new exhibit that takes curious visitors through the various ‘zones’ of the Earth’s habitats, with each room providing a colorful, interactive, informative peek at what survival entails. At the very end of the ‘Ecosystems’ exhibit, after we have come to appreciate our Earth’s uniqueness, beauty, and scientific breadth, is a well-timed section on waste, resources, and the power of recycling. Come take a short pictorial tour of ‘Ecosystems’ with us, and then take a listen to our podcast with the passionate scientist, Dr. Chuck Kopczak, that made it all possible.
‘Ecosystems’ is divided into rooms called ‘Zones,’ some of which we’ve documenting here, consisting of a gallery that engenders appreciation for the interconnectedness of a different part of our living world. Portrayed are different environments, species, survival demands, and physical factors. All of the rooms include interactive, hands-on experiments especially tailored for kids.
The ‘Island Zone’ includes hands-on experiments that allow visitors to see the challenge animals face in getting to an island from water, and how their physical characteristics evolve as a result of these environmental demands. The exhibit mimics the discoveries that Darwin might have encountered on the Galapagos Islands.
The ‘Extreme Zone’ includes radically different environments representing ecosystems — Rocky Shore, Poles, Deep Sea Vents, and the Desert, both pictured below. Environmental factors such as cold, droughts, and ice deeply test the limits of animals as they try to survive.
The Global Zone allows visitors to travel around the world with an amazing, first-of-its-kind piece of technology: an internal projection high definition Magic Planet® exhibit, projecting images onto a global map from within the sphere to answer questions about matter and energy across the globe.
One of the fan favorites of ‘Ecosystems’ is the ever-so-gross Rot Room, where folks can learn about how much the continuity of life depends upon, well… rot. Interactive decomposition exhibits (such as the one pictured below) and time-lapse videos show the recycling of nutrients and energy back into the environment.
The pièce de resistance of the California Science center’s ‘Ecosystems’ exhibit, and its biggest part by far, is the “Rain Forests of the Sea” exhibit, a 188,000 gallon kelp habitat — the largest man-made of any museum in the world — that illustrates the diversity of our sea forests and the environmental factors that kelp forests depend on: a rocky substrate, sunlight, moving water, and high nutrient levels.
In the midst of the ‘Ecosystems’ exhibit is an interactive lab, where new additions to the over 250 species on exhibit at ‘Ecosystems’ are researched and cared for. In addition, it provides an opportunity for young high school students interested in pursuing science to answer guests’ questions, pursue research, and learn the scientific method in the process.
The end of the ‘Ecosystems’ exhibit takes visitors to the modern ‘L.A. Zone,’ where they can learn about weather patterns, wind currents, and geologic make-up of the Los Angeles Basin. Most importantly, visual waste exhibits expose the unique challenges in the issues of energy, water, and impact on wildlife.
The mastermind behind such wonders as the kelp zone (his nickname is indeed Dr. Kelp!), the Global Zone, and the Los Angeles Zone, among its other structural feats, Dr. Chuck Kopczak is as intellectually accomplished as he is full of wonder about science, our Earth, the environment and the best ways to teach children about them through technology and modern exhibits. Recently, he went on a collecting expedition in Guantanamo Bay, Cuba to study species and the environment. He generously sat down with ScriptPhD.com to talk about Ecosystems, particularly:
•The how, who and why of designing the Ecosystems exhibit
•Why teaching science and inspiring future scientists requires an interactive experience
•How emotional connection resonates with environmental awareness
•Why the California Science Center is setting up labs and charter schools within their exhibit spaces to encourage young scientists
Take a listen to our podcast:
ScriptPhD.com would like to thank the California Science Center, Dr. Chuck Kopczak, and Kristina Kurasz for their help and generosity of time. We encourage anyone planning a visit to Los Angeles, and interested in science and the environment, to check out this free exhibit and learning center.
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So ya wanna work in showbiz, eh kid, but all you’ve got is an astrophysics degree and the glint of stars in your eyes? Even five years ago, such a notion would have been unthinkable. Not only has sci-fi traditionally been regarded as a niche segment across all media markets, research into scientific accuracy and integrity, let alone in-house science advisors, were nonexistent. Today, with science content proliferating every year in mainstream film and television, and with sci-fi movies grossing better than ever at the box office (two of the biggest hits of the last six months were Inception and TRON: Legacy), careers for scientists in entertainment are more sought out than ever. ScriptPhD.com Editor/Creative Director Jovana J. Grbić and Jet Propulsion Laboratory scientist/renowned television science advisor Kevin Grazier recently spoke at an Emory University career panel geared towards aspiring science advisors and consultants. We kick-start 2011 with podcasts of both talks. We hope you find inspiration, ideas, and that this year is one of immense success for all of our readers, collaborators and clients.
A little science in entertainment humor to start off the New Year from one of our favorite science-based parody comics, XKCD:
If there is a theme to 2011, it is surely change, in no more relevant an area than jobs. According to a recent Manpower survey, a whopping 84% of employees will be looking to make a change this year. However, with unemployment still hovering in the double digits, and 4.6 applicants for every job, more people than ever will start their own business or entrepreneurial venture.
Science training has long been renowned for its rigor and tradition. In addition to a 4-year college degree and a PhD that can take anywhere from 4-8 years, many scientists tack on additional multi-year postdoctoral fellowship specialties. Sorely lacking, at the end of this grueling decade, are options beyond professorships or careers in industry. With too many PhDs flooding the market for available jobs (terrific pieces on the subject here and here), creativity and guidance will be an essential part of training and employing the next young generation of scientists and engineers. To that extent, Emory University in Atlanta, GA has instituted a remarkably prescient, forward-thinking career seminar series geared towards generating out-of-the-box ideas for PhD students and postocs. ScriptPhD.com’s Jovana Grbic was honored to be an invited speaker, along with JPL physicist and notable television personality Kevin Grazier (National Geographic, Eureka, BSG). Podcasts of our talks, on careers as science advisors in entertainment and media, are posted below.
Seminar: Science Advising in Entertainment
Presentation by JPL physicist and Entertainment Advisor Dr. Kevin R. Grazier:
Presentation by ScriptPhD.com Editor/Creative Director Dr. Jovana J. Grbić:
We welcome any additional thoughts, ideas or contributions you may have to this discussion. What more would you like to see both in terms of science and technology content in popular culture, as well as opportunities for scientists to be a part of the process?
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ScriptPhD.com covers science and technology in entertainment, media and advertising. Hire our consulting company for creative content development.
Subscribe to free email notifications of new posts on our home page.
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One of the most captivating books of 2010 was not a gory science-fiction thriller or a gripping end-of-the world page-turner, though its subject matter is equally engrossing and out of the ordinary. It is about somewhat crazy people doing crazy things as seen through the lenses of the man that has been treating them for decades. The Naked Lady Who Stood On Her Head is the first psych ward memoir, a tale of a curious doctor/scientist and his most extreme, bizarre, and sometimes touching cases from the nation’s most prestigious neurology centers and universities. Included in ScriptPhD.com’s review is a podcast interview with Dr. Small, as well as the opportunity to win a free autographed copy of his book. Our end-of-the year science library pick is under the “continue reading” cut.
Gary Small is a very unlikely candidate for the chaos that many of us confuse with a psych ward. Whether it was the frantic psych consults on ER or fond remembrance of Jack Nicholson and his cohorts in One Flew Over The Cuckoo’s Nest, most of us have a natural association of psychiatry with insanity or pandemonium. Meeting Dr. Small in real life is the antithesis of these scenarios. Warm, welcoming, serene and genuinely affable, his voice translates directly from the pages of his latest book. Told in chronological order—starting with
a young, curious, inexperienced intern at Harvard’s Massachussetts General Hospital to his tenure as a world-renowned neuroscientist at UCLA—The Naked Lady Who Stood On Her Head feels like an enormous learning and growing experience for Dr. Small, his patients, and the reader.
The scene plays out like a standard medical drama or movie. In the beginning, the young, bright-eyed, bushy-tailed, trepidatious doctor is exploring while learning the ropes on duty. There is, in the self-titled chapter, literally a naked lady standing on her head in the middle of a Boston psych ward. Dr. Small is the only doctor that can cure her baffling ailment, but in doing so, only begins to peel away at what is really troubling her. There is a bevvy of inexplicable fainting schoolgirls afflicting the Boston suburbs. Only through a fresh pair of eager eyes is the root cause attained, a cause that to this day sets the standard for mass hysteria treatment nationwide. And there is a mute hip painter from Venice beach, immobile for weeks until Small, fighting the rigid senior attendings, gets to the unlikely diagnosis. As the book, and Dr. Small’s career, flourishes, we meet a WebMD mom, a young man literally blinded by his family’s pressure, a man whose fiancé’s obsession with Disney characters resurfaces a painful childhood secret, and Dr. Small’s touching story of having to watch as the mentor he introduced at the book’s beginning hires him as a therapist so that he can diagnose his teacher’s dementia. Ultimately, all of the characters of The Naked Lady Who Stood on Her Head, and Dr. Small’s dedication and respect, have a common thread. They are real, they are diverse, and they are us. Psych patients are not one-dimensional figments of a screenwriter’s imagination. They are the brother who has childhood trauma, the friend with a dysfunctional or abusive family, the husband or wife with a rare genetic predisposition, and all of us are but one degree away from the abnormal behavior that these conditions can ignite. In his book, Dr. Small has pulled back the curtain of a notoriously secretive and mysterious field. It’s a riveting reveal, and absolutely worth an appointment. The Naked Lady Who Stood On Her Head has been optioned by 20th Century Fox, and may be coming to your televisions soon!
Podcast Interview
In addition to his latest novel, Gary Small is the author of the best-selling global phenomenon The Memory Bible: An Innovative Strategy For Keeping Your Brain Young and a regular contributor to The Huffington Post (several excellent recent articles can be found here and here). His seminal research on Alzheimer’s disease, aging and brain training has appeared in recent articles in NPR and Newsweek. A seminal brain imaging study recently completed in his laboratory garnered worldwide media attention for suggesting that Google searching can stimulate the brain and literally keep aging brains agile. Dr. Small regularly updates his research and musings on his personal blog.
ScriptPhD.com sat down for a one-on-one podcast with Dr. Small and discussed inspiration for the book, and how it conveys the inner thought process of a psychiatrist through their many interesting cases. In our podcast, we discuss how media and on-screen portrayal of psychiatrists contribute to people’s perceptions of the field, how the themes of empathy and humanity are indellibly woven into case studies, the challenges and fullfillment of psychiatry and the contribution of pop culture in modern psychoses.
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“I think we’re living through the greatest age of discovery our civilization has ever known,” declares British physics superstar Professor Brian Cox as a preamble for each episode of The Science Channel’s BBC import Wonders of the Solar System. Episode by episode, Dr. Cox deconstructs our wondrous Universe one focus at a time—the Sun, the Big Bang, life on other planets. But he does something even more important. He infuses his own obvious enthusiasm and passion for his field in each experiment and factoid. As a viewer, you can’t helped but be absorbed in the intergalactic vortex of knowledge. The timing of this mini-series and emergence of Cox’s exuberant personality could not be better. Funding for NASA missions has been cut dramatically, with an ongoing re-evaluation the role space exploration should play in the national budget and science ambition. American viewers should get used to Cox as a modern-day Carl Sagan, because his star is rising fast. ScriptPhD.com was extraordinarily fortunate to sit down with Dr. Cox in Los Angeles for a one-on-one podcast about the show, the current state of space exploration, and what is possible to achieve experimentally if we only try. My conversation with the inspirational, eloquent and brilliant Brian Cox, along with our review of Wonders of the Universe, under the “continue reading” cut.
Astronomy was never my strongest suit academically. And while I’ve always had a respectful admiration for the solar system and interplanetary sciences, I was never the kind to stargaze or spend hours on the telescope on the off-chance of spotting Mars, Venus or the Saturn rings. It’s a testament, then, to the immensity, ambition and quality of The Science Channel’s latest mini-series project, Wonders of the Solar System for holding me positively captivated while screening the first two episodes. A concept as simple as a solar eclipse is the running theme for the entirety of the first episode, “Empire of the Sun.” By the time the eclipse is recorded, it is the climax to an astounding collection of facts about how rare, precious and ordered the Sun (and its position to the Earth really is). A perfect eclipse is only possible right here on planet Earth—400 times the planetary distance away from the Moon, with the Sun an exact 400 times the diameter of the Moon. No other moon in the vast expanse of the solar system has these properties. Pretty amazing stuff, right? The timing of Wonders of the Solar System could not come at a better time. With our economic and moral spirits at a nadir, it’s time to discuss the importance of space travel and exploration to our scientific, nationalistic and optimistic psyches. President Obama’s 2011 NASA budget, while providing an increase of $6 billion for technology innovation, scrapped manned space flights, including a manned mission to the Moon and any proposals of future Mars exploration. Neil Armstrong, the first man to walk on the Moon, strongly criticized the move as handicapping spaceflight and exploratory ambition. One of the things Wonders of the Universe reminds us, and that Dr. Cox reiterated in our podcast below, is that scientific discoveries come out of limitless ambition, and often from asking completely unrelated questions. Nothing is more ambitious for mankind than exploring the Universe that houses our miraculous existence. Future episodes will examine the Wonders of our atmosphere, the similarity between our planet and Mars, and most excitingly, examining the possibilities of alien life in the solar system.
Part of the appeal of Wonders is that unlike many educational platforms that talk at the viewer in order to inform, Wonders feels like an interactive, experimental experience. When Cox isn’t zipping from one far-fetched corner of the world to another (catching an aurora borealis in the Arctic Circle! a solar eclipse in India! Mars-watching in Tunisia!), he’s pointing out cool, and often eye-catching, experiments that show viewers the science and physics that makes our solar system so fantastically unique. Who would ever know that a tornado in the Midwest is actually a physics parallel to the formation of our very universe. The scientific principle at hand—conservation of angular momentum—stopped the solar system from collapsing under its own gravity during formation, allowing a stable, rotating disc of planets to form. We all know the sun is powerful, shining 1 kW of energy for meter squared of the Earth’s surface, equal to one million times the yearly power consumption of the United States in each second! But it’s a lot more fun to watch Cox show this measurement in Death Valley with a pail of water, a thermometer, and some physics. Likewise the Sun’s sunspots, a still not quite understood phenomenon that has been correlated to the Earth’s seasons and weather, which Cox illustrates with a digital camera. All of this extemporaneous experimentation is reminiscent of the best of Carl Sagan, just with a modern twist.
The Los Angeles Times, in their television review of Wonders called Brian Cox “the nerd that’s cooler than you.” Already a budding superstar in the world of particle physics (check out his TED talk on his work at CERN’s Hadron Supercollider), Cox is that perfect mix of half-scientist, half-TV star. Without him, Wonders would be a completely different endeavor. (Listen to our podcast below as an example of his charismatic eloquence.) To boot, BBC and The Science Channel spared no expenses when it came to production values. In our one on one meeting, Cox let us in on the secret that the whole of Wonders was filmed with an old-fashioned 1970s cinematic lens, lending a decidedly movie feel to the show, particularly the graphics and digital sequences. While some imagery is real, such as amazing Martian sunsets captured by the Mars rover, other digital effects (notably in the “Empire of the Sun” episode) are stunning enough to make you feel like your television is the portal window of a spacecraft in intergalactic orbit.
Wonders of the Solar System airs on The Science Channel on Thursdays at 9 PM ET.
While in Los Angeles to promote Wonders of the Solar System, Dr. Cox graciously sat down with ScriptPhD.com to discuss the show and his views on space exploration. Among our discussion topics:
•How he is still able to channel a passion for the solar system
•Why he thinks it’s critical for NASA to take risks and go to Mars
•The possibilities of life in the outer solar system and
•Why it’s a huge mistake for NASA to cut their budget for space exploration
Take a listen below:
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Dr. Mark Changizi, a cognitive science researcher, and professor at Rensselaer Polytechnic Institute, is one of the most exciting rising stars of science writing and the neurobiology of popular culture phenomena. His latest book, The Vision Revolution, expounds on the evolution and nuances of the human eye—a meticulously designed, highly precise technological marvel that allows us to have superhuman powers. You heard me right; superhuman! X-ray vision, color telepathy, spirit reading, and even seeing into the future. Dr. Changizi spoke about these ideas, and how they might be applied to everything from sports stars with great hand-eye coordination to modern reading and typeface design with us in ScriptPhD.com’s inaugural audio podcast. He also provides an exclusive teaser for his next book with a guest post on the surprising mindset that makes for creative people. Read Dr. Changizi’s guest post and listen to the podcast under the “continue reading” cut.
You are an idea-monger. Science, art, technology—it doesn’t matter which. What matters is that you’re all about the idea. You live for it. You’re the one who wakes your spouse at 3am to describe your new inspiration. You’re the person who suddenly veers the car to the shoulder to scribble some thoughts on the back of an unpaid parking ticket. You’re the one who, during your wedding speech, interrupts yourself to say, “Hey, I just thought of something neat.” You’re not merely interested in science, art or technology, you want to be part of the story of these broad communities. You don’t just want to read the book, you want to be in the book—not for the sake of celebrity, but for the sake of getting your idea out there. You enjoy these creative disciplines in the way pigs enjoy mud: so up close and personal that you are dripping with it, having become part of the mud itself.
Enthusiasm for ideas is what makes an idea-monger, but enthusiasm is not enough for success. What is the secret behind people who are proficient idea-mongers? What is behind the people who have a knack for putting forward ideas that become part of the story of science, art and technology? Here’s the answer many will give: genius. There are a select few who are born with a gift for generating brilliant ideas beyond the ken of the rest of us. The idea-monger might well check to see that he or she has the “genius” gene, and if not, set off to go monger something else.
Luckily, there’s more to having a successful creative life than hoping for the right DNA. In fact, DNA has nothing to do with it. “Genius” is a fiction. It is a throw-back to antiquity, where scientists of the day had the bad habit of “explaining” some phenomenon by labeling it as having some special essence. The idea of “the genius” is imbued with a special, almost magical quality. Great ideas just pop into the heads of geniuses in sudden eureka moments; geniuses make leaps that are unfathomable to us, and sometimes even to them; geniuses are qualitatively different; geniuses are special. While most people labeled as a genius are probably somewhat smart, most smart people don’t get labeled as geniuses.
I believe that it is because there are no geniuses, not, at least, in the qualitatively-special sense. Instead, what makes some people better at idea-mongering is their style, their philosophy, their manner of hunting ideas. Whereas good hunters of big game are simply called good hunters, good hunters of big ideas are called geniuses, but they only deserve the moniker “good idea-hunter.” If genius is not a prerequisite for good idea-hunting, then perhaps we can take courses in idea-hunting. And there would appear to be lots of skilled idea-hunters from whom we may learn.
There are, however, fewer skilled idea-hunters than there might at first seem. One must distinguish between the successful hunter, and the proficient hunter – between the one-time fisherman who accidentally bags a 200 lb fish, and the experienced fisherman who regularly comes home with a big one (even if not 200 lbs). Communities can be creative even when no individual member is a skilled idea-hunter. This is because communities are dynamic evolving environments, and with enough individuals, there will always be people who do generate fantastically successful ideas. There will always be successful idea-hunters within creative communities, even if these individuals are not skilled idea-hunters, i.e., even if they are unlikely to ever achieve the same caliber of idea again. One wants to learn to fish from the fisherman who repeatedly comes home with a big one; these multiple successful hunts are evidence that the fisherman is a skilled fish-hunter, not just a lucky tourist with a record catch.
And what is the key behind proficient idea-hunters? In a word: aloofness. Being aloof—from people, from money, from tools, and from oneself—endows one’s brain with amplified creativity. Being aloof turns an obsessive, conservative, social, scheming status-seeking brain into a bubbly, dynamic brain that resembles in many respects a creative community of individuals. Being a successful idea-hunter requires understanding the field (whether science, art or technology), but acquiring the skill of idea-hunting itself requires taking active measures to “break out” from the ape brains evolution gave us, by being aloof.
I’ll have more to say about this concept over the next year, as I have begun writing my fourth book, tentatively titled Aloof: How Not Giving a Damn Maximizes Your Creativity. (See here and here for other pieces of mine on this general topic.) In the meantime, given the wealth of creative ScriptPhD.com readers and contributors, I would be grateful for your ideas in the comment section about what makes a skilled idea-hunter. If a student asked you how to be creative, how would you respond?
Mark Changizi is an Assistant Professor of Cognitive Science at Rensselaer Polytechnic Institute in New York and the author of The Vision Revolution and The Brain From 25,000 Feet. More of Dr. Changizi’s writing can be found on his blog, Facebook Fan Page, and Twitter.
ScriptPhD.com was privileged to sit down with Dr. Changizi for a half-hour interview about the concepts behind his current book, The Vision Revolution, out in paperback June 10, the magic that is human ocular perception, and their applications in our modern world. Listen to the podcast below:
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