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.

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.

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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