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Smart Industry 1/2019

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<strong>Smart</strong> People Behind the scenes<br />

the channel, and counterfeits at the<br />

point of retail would be eliminated,”<br />

Murphy claims. Clearly that would be<br />

delivered at absurd cost, not to mention<br />

the additional carbon footprint<br />

of the airlines involved.<br />

That said, product digitization coupled<br />

with machine learning can do<br />

the same job as a human brand inspector<br />

– but much faster and better.<br />

Each unique digital identity in the<br />

cloud accompanies every product<br />

on its journey and a machine-intelligence<br />

brain scrutinizes each step<br />

along the way. This provides unprecedented<br />

data analytics and real-time<br />

traceability.<br />

If a product is headed toward the<br />

wrong channel of distribution, it is detected.<br />

If a product identity appears<br />

in the wrong market, or the pattern<br />

of events surrounding a product is<br />

wrong, it is detected. Every consumer<br />

engagement becomes a data point<br />

to support integrity enforcement in<br />

the supply chain and, because every<br />

product item is uniquely digitally<br />

identified, the source of any suspected<br />

problem is rapidly identified.<br />

According to the Organisation for<br />

Economic Co-operation and Development<br />

(OECD), 2.5 percent of<br />

global imports are counterfeit – with<br />

US, Italian, French, and Swiss brands<br />

being most affected. According to<br />

Murphy, protection is now available<br />

to any brand, consumer, or retailer by<br />

using a regular smartphone and industry-standard<br />

product codes. “For<br />

companies losing tens of millions of<br />

dollars every year, software is changing<br />

everything,” he concludes.<br />

We are an<br />

innovation lab<br />

that’s focused<br />

on creating<br />

things around<br />

social good.<br />

Mick Ebeling<br />

M:NI is an innovative<br />

wearable<br />

technology that<br />

translates the<br />

sound of music into<br />

full-body vibration,<br />

allowing both deaf<br />

and hearing-impaired<br />

concertgoers to literally<br />

feel live music.<br />

Tempt was suffering from amyotrophic<br />

lateral sclerosis (ALS), a degenerative<br />

nerve disorder which<br />

causes the body’s muscles to shrink.<br />

Nobody knows what causes ALS and<br />

there is no known cure. Right off the<br />

bat, Ebeling felt compelled to help<br />

Quan communicate and create art<br />

again. Since he would never be able<br />

to wield a brush again, there had to<br />

be another way to make it possible.<br />

Ebeling is president and CEO of the<br />

Ebeling Group, which produces commercial<br />

and studio work and serves<br />

as a hub of creative and technical<br />

innovation for film, television, and<br />

advertising projects. At that time, he<br />

was deeply focused on animation<br />

and production design, including<br />

the coveted role of creating a James<br />

Bond title sequence.<br />

Sitting down with his team, they<br />

came up with the idea for a device<br />

which “we had no business of making,”<br />

he admitted in an interview for<br />

Forbes magazine. The invention was<br />

called the Eyewriter and it allowed<br />

Tempt to literally draw with his eyes.<br />

Ebeling recalls that many weeks later<br />

he got an e-mail from Tempt saying,<br />

“That’s the first time that I’ve drawn<br />

anything for seven years. I feel like<br />

I had been held underwater and<br />

someone finally reached out and<br />

pulled my head up so I could take a<br />

breath.”<br />

Word leaked out and the world<br />

went wild. The Eyewriter made it to<br />

the front page of Time magazine as<br />

one of its “50 Top Innovations of the<br />

Year.” That was the beginning of Not<br />

Impossible Labs. “Not Impossible is a<br />

brand-new business model and it’s a<br />

mash-up. We are a technology innovation<br />

lab that’s focused on creating<br />

things around social good,” Ebeling<br />

said.<br />

It seemed absurd to him that a gifted<br />

artist like Tempt should not be able<br />

to create. It seemed absurd that a<br />

young boy named Daniel, whose<br />

arms were blown off by a landmine<br />

Mick Ebeling, founder and<br />

CEO of Not Impossible Labs<br />

Vibrations for Good<br />

American film producer Mick Ebeling’s<br />

life changed when he met<br />

Tempt. If you aren’t a graffiti buff, you<br />

won’t immediately recognize that<br />

this is the tag, a stylized signature, of<br />

artist Tony Quan. At the time of the<br />

meeting, in 2003, the famous graffiti<br />

artist was lying in a hospital bed motionless,<br />

kept alive with a breathing<br />

apparatus and a network of tubes.<br />

8

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