DIGITAL - INTERNATIONAL (Innovative use of Technology)

The Impossible Tattoo - 5G Internet - T-Mobile JPG
The Impossible Tattoo - 5G Internet - T-Mobile YOUTUBE 3m:44s

The Impossible Tattoo - T-Mobile
5G Internet

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The Impossible Tattoo - T-Mobile - 5G Internet

Shortlist

Title: The Impossible Tattoo
Brand: T-Mobile
Product: 5G Internet
Entrant Company: The Mill
Creative Director: Noel Drew
Director: Alfie Johnson
Judging URL: https://www.themill.com/work/case-study/t-mobile-reveals-the-power-of-5g-with-the-worlds-first-remote-tattoo/
Digital Strategist: Maurits Denekamp
Production Company: The Mill
Digital Producer: Elliot Tagg, Sinead Catney
Other: Developers: Seph Li, Matthew Hill, Eleanor Edwards
Other: Agency: Anomaly Amsterdam
Notes: Brief: To showcase the speed, reliability and low latency of T-Mobile's 5G network by tattooing someone remotely in real-time over a wireless 5G connection.

Approach: There were three lanes of initial development. Firstly we needed to work out how to track the tattoo artist's movements and detect when he was making contact with the surface of a fake practice arm and transmit this data over the network. Secondly, we had to develop a robotic platform that could receive this data in realtime and control the robot's movements in relation to the human arm. Thirdly we needed to develop a deep understanding of the fine details of tattooing.

Impact: A fully functioning 5G tattooing robot that is showcased in a mind-blowing three-minute documentary-style film. (Video views in a week: 340,000)