The gene editor @ sxsw

As part of The Food Effect SXSW activation, I worked with a small team to create a DNA hacking game that highlighted ways genetic engineering can help solve food problems. GMOs are a controversial topic, but we partnered with Land O’Lakes to create an experience that could help them move the conversation forward.

opportunity

How can we address the GMO conversation by providing a different perspective on the technology?

Working alongside a creative technologist, UX designer and writer, early iterations of our idea were inspired by CRISPR. We wanted to show visitors how gene editing actually works and challenge current consumer perceptions on GMOs. Research revealed that we’d need to avoid the word “GMO” and lay a more neutral ground. Our team quickly decided that the experience needed to be accessible and not super scientific, as the science gets pretty complicated.

process

We settled on constructing a giant DNA strand, in part because of its visual presence, but also because it simply conveyed context for looking at the genetic level, instead of the expected food or crop level. In order to keep the science straightforward, we started designing a simple yet challenging pattern game to reflect the idea of editing DNA.

Our creative technologist was crucial in helping us figure out how we could have a player interact with a physical DNA helix while also integrating a screen that allowed them to understand the story and rules of the game.

As we worked through our pattern game interaction, we had a few details to work out. Is the pattern game too easy? Should the user start and stop a timer? Is the DNA helix too far away from the start button? To answer these questions and more, we created a prototype and tested it with several people in the agency. This provided some evidence to support our ultimate decisions.

We found some intriguing university research that highlighted stories of how gene editing could help save crops, grow crops in dry climates, and even deliver vaccines. Once a player successfully completed the pattern, we showed how they contributed to one of these solutions and shared the relevant research.

Results

Our DNA hacking game was played by thousands of SXSW attendees and successfully achieved our goals. People high-fived after successfully completing the game, complimented the execution, and lingered after they played to talk more about the genetic engineering solution they’d just learned about.

We opened people’s eyes to the fact that GMO technology has already provided solutions to complex problems and hopefully got them thinking about other beneficial possibilities. ADWEEK featured us in their recap of some of the best activations at the festival and our clients were thrilled with how the final idea came to life.

Client: Land O'Lakes
Agency: Colle McVoy | 10 Thousand Design // Creative Director: Mark Andersen // Senior Design Lead: Clarissa Hernandez // UX Designer: Kezra Cornell // Creative Technologist: Tom Ferrera // Copywriter: Tricia Cornell