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As All Star Weekend approaches, we're reminded that half of American kids play baseball and softball. But less than half understand data. However, the ability to read, work with, and communicate using data will be the most in-demand job skill by 2030. To get kids ready for their future, SAS relied on kids' love of the game to pitch them on the power of data. SAS, the leader in analytics, and McCann New York created The Batting Lab. It features a custom, AI-powered batting cage designed to track a batter's stance and ball-flight statistics while collecting more than 50,000 data points per swing. And an online Data Playbook extends the reach of the cage, helping turn player data into real-time coaching instruction. Over six weeks, an initial group of kids aged 9-13 were invited to The Batting Lab to improve their swing. And in the process, they also improved their confidence in using data and analytics. The Battling Lab analysed each kid’s swings by comparing them to an optimal form, created by collecting data on thousands of swings from elite players - including those from North Carolina State University’s baseball and softball teams. Inside the Batting Lab, swing analysis happened in real-time using cameras, sensors, AI, machine learning, computer vision and IoT analytics. The Batting Lab provided instant feedback and suggestions on how to improve each kid’s swing. At the end of every session, kids were able to dig into the numbers. By the end of the program, the kids were able to read and interpret the data and pinpoint areas for improvement. Not only did every single kid improve their swing, they also boosted their comfort with and confidence in using data. That’s The Batting Lab’s true home run.
Credits
Other credits
SAS
Jenn Chase: Chief Marketing Officer
Susan Ellis: Brand Director
Natalie Osborn: Senior Director
Mirko Mueller-Goolsbey: Director
Cassie Lutterman: Brand Content & Experiences
Katherine Powers: Associate Marketing Specialist
Chris Patti: Creative Director
Shawn Gillen: Strategic Creative Leader
Nikki Gusse: Senior Producer
Jared Dean: Data Scientist
Lucy Kosturko: Education Initiatives Manager
Jennifer Sabourin: Research Scientist and Senior Software Developer
Mike Nemecek: Public Relations Lead
Suzanne Sprajcar Beldycki: Director Integrated Communications
Shannon Heath: Corporate & Executive Communications
Elizabeth Creech: Senior Marketing Manager
Mibbie Plouvier: Principal Digital Media Marketer
Melissa Hannah: Data-driven Social Media Specialist
Pamela Meek: Global Head of Communications
Mark Lawrence: Studio and Location Production Manager
Jesse Olley: Senior Multimedia Production Specialist
Brie Boothby: Senior Associate Social Media Specialist
Evan Markfield: Corporate Social Innovation and Brand Storyteller
Scott Calderwood: Director of Digital Marketing
Eric Morales: Sr Manager
Jeff McFall: 3D and Motion Graphics Design Manager
Thomas Richardson: Sr Event Design Project Manager
Mike Weiss: Sr Artisan/Designer
Agency
SVP: Jason Ashlock
SVP: Dominick Baccollo
SVP: Daniel Kim
SVP: Justin Chen
VP: Adam Koehler
Elana Sasson: Design Ops Director
Ethan Buller: Design Director
Herman Awuku: Senior Designer
Kevin Nelson: Managing Director McCann NY
Liz Der: SVP Executive Account Director
Pat Six: VP Account Director
Bill Powers: Account Director
Shenea Walker: Assistant Account Executive
Dominic Poynter: SVP Executive Comms Strategy Director
Will Zweigart: VP Comms Strategy Director
Sam Chotiner: SVP Global Strategy Director
Daniel Lammon: VP Strategy Director
Caitlin O’Malley: Senior Strategist
Camille Dagorn: VP Creator Partnerships
Christine Lane: Executive Director
Mihae Mukaida: SVP Executive Director of Innovation
Jeannette Subero: Senior Innovation Producer
Melanie Olar: Innovation Producer
Diane Knarr: Digital Producer
Nathy Aviram: Chief Production Officer
Aaron Kovan: Chief Production Officer
Kelly Krincek: Junior Producer
Annie Panousopoulos: UX Architect
Julia Brown: Associate Director of Project Management
Amanda Lang: Senior Project Manager
Jeremy Miller: Global Chief Marketing and Communications Officer
Victoria Park: Director of Communications
Terry Marcello: VP Director Talent Payment
Eric Johnson: SVP Executive Integrated Music Producer
Colleen Dahlstrom: Music Producer
Jamie Jou: Music Business Manager
Madeline McCarty: Business Affairs Manager
Experience Design
Design Studio: OBJ
Merica May: Partner
Consultant on Curriculum Development
Steve Malley: Coaching Sports Writer
Production Design and Development
Production Design Studio: Volvox Labs
Kamil Nawratil: Partner / Creative Director
Ben Forest: Technical Director
Zyia Zhang: Physical Experience Designer
Gilad Dor: Producer
Matthew Ross: Technologist
Pasakorn Nontananandh: Motion Designer
Preto HF: Motion Designer
Yalan Wen: Motion Designer
Maxwell Smith: Fabrication Project Manager
Benjamin Mosca: Fabricator
AJ Sapala: Fabricator
Ciara Smith: Fabricator / Seamstress
Production
SVE Hewead of Content NA: Adam Hirsch
Editorial
Editorial House: No6
Editor: Nicholas Schneider
Asst Editor: Julie Walsh
EP: Corina Dennison
Producer: Jen Milano
Finishing: Mark Reyes
Colorist: Matthew Rosenblum
Mix: Gerard McConville (Craft)
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