Previously Impossible | 2017
Collaborative circuit building studio recruiting female engineers to work on Capital One’s artificial intelligence and machine learning products and services.
Client: Capital One
Audience: female college grads
Project Role: experiential creative lead, art direction, interaction design
Changing banking for good
Known as a strong player in the financial industry, Capital One has been shifting their focus to digital innovation. As a result, they’ve introduced first-of-its-kind banking products like Capital One Skill for Amazon Alexa and their gender-neutral chatbot, Eno. But for Capital One, being at the forefront of digital product development also means growing a diverse team of tech and computer engineering talent, which brings them to the Grace Hopper Celebration of Women in Computing, the world’s largest gathering of women technologists. This ‘circuit wall’ activation was designed to stimulate conversations with potential recruits.
Making positive connections
As visitors approached, they were sure to notice the installation — a towering monolith of copper circuitry inset into a machined walnut wall backlit by programmed lighting effects. The circuitry on the wall formed icons to represent key product development areas of focus for Capital One (e.g., machine learning). Not coincidentally, these are hot topics for recent graduates attending Grace Hopper and the tech community at large.
Illuminating shared interests
Each potential recruit places an LED diode sticker into a section of the circuitry which corresponds to the topic they’re most interested in. Because there is a live electrical current running through the copper, the diode lights up to register their interest. Hidden within the circuitry are secret ‘high-voltage’ spots. When a guest places a diode here, they trigger a surprise effect where vibrant animations of colored light illuminate the entire wall. These ‘Easter eggs’ are only discoverable when participants work together to complete the installation.
Showing off and having fun
The mural created moments of surprise that sparked conversation around shared interests. The conversations continued at a nearby circuitry station were we supplied copper tape, small batteries, LED diodes, sensors, and conductive ink so grads could showcase their creativity while chatting with Capital One recruiters about their career aspirations and professional goals. Up against tech giants like Google and Facebook, who also exhibit at Grace Hopper, Capital One hired 7 full-time employees and made hundreds of new contacts.