Why we're excited about thermal imaging
"Get me thermal cameras for our upcoming creative campaign," said no creative director ever. We recently sat with a high profile cosmetics company and asked them how many times they have used thermal imaging in their campaigns. Zero times. Makes sense. Why would they have thought to use a technology that is traditionally used for industrial and security purposes?
We asked if anyone in the room thought Thermal Imaging was a particularly beautiful medium. We received a lot of subtle head shaking, no. We then asked the room if temperature had an impact on how their cosmetic or fragrance products interacted with the human body, and if that would be an interesting medium to tell a product story, or glean valuable consumer insights. A few people perked up in their chairs.
"Isn't it true that temperature has a great deal to do with how your products react to the body, perform, and change over the course of the day."
Everyone was now sitting up in their chair, and you could see the creative lightbulbs being screwed back in for a captivating dialogue. Those light bulb moments are what we live for at Skilled, and thermal imaging is one of the "unsexy" technologies we feel could have an impact on creative campaigns.
Thermographic cameras were invented in the early 1900s for anti-aircraft defense in Britain. Thermal imaging detects radiation on the infrared range and presents them in images and videos called thermograms. Thermograms are traditionally used for industrial, security, archaeological, and medical purposes, but if you think about the demands of a modern creative marketplace, thermal imaging fits perfectly.
No Labels
Assuming that we all agree today's communication climate is set at "sensitive," it's more important than ever to assure you are representative of different genders, cultures, and socioeconomic classes. Thermal imaging strips away any and all visual triggers that may detract from the message you are trying to convey. If anything, thermal imaging helps tell the story about how we are all the same, especially when you boil it down to science. We're all just blobs of thermal data, trying to make our way through.
Privacy
Facial recognition, data breaches, and artificial intelligence are raising red flags for many consumers when it relates to privacy. Thermal imaging is an engaging storytelling medium and can deliver valuable data, all while reporting no distinguishable personal information.
Design
Thermal imaging is beautiful. If handled correctly, and creatively, thermal imaging will deliver beautifully rich images, with vibrant colors, blending as a mesh across the object being imaged. The ability to show consumers when, where, and why their body temperature is what it is, can be a powerful mechanism to tell a story. Think cold/hot beverages, fitness, comfort, and application of beauty products.
Data + Personalization
As referenced above, thermal imaging can deliver valuable data about movement, population concentration, and behavior. We can assess subtle temperature fluctuations in the human body, environments, products, and how the interfaces with consumer behavior. We receive abundant data sets from thermal imaging related to human and environment temperature that could inform how we communicate, that may not have been assessed before. Data is so incredibly relevant today, and thermal provides a truly unique data set.
In summary, thermal imaging is a technology that has been in existence for nearly a century and has been used "creatively" very few times. Are we solving a consumer pain point through thermal imaging? Not yet, but what we are doing is introducing a new conversation and perspective.
Keep an eye out for upcoming articles, where we look at unique technologies that may not be seen traditionally as a creative medium as we explore Emerging Tech to help Brands speak with Humans.
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