Google’s project to make tools accessible

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According to the firm Inclusive City Maker, referring to data from the World Health Organization, in the world there are more than 2 billion people with a disability today. However, not many brands have important initiatives for these people in order to make their lives simpler or easier in the face of tasks that can be challenging or for the simple fact that they are more inclusive, for example, from the section of the Creative tools, such as drawing, music and others, few had taken them into account until Google decided to meet the challenge while demonstrating the capabilities of a technology such as Artificial Intelligence to solve these kinds of challenges. For the above, they developed the campaign known as Creatability, with the support of the Google Creative Lab, and of which we will see some details below.

Creatability: Making Creative Tools More Accessible

To highlight the contributions of Artificial Intelligence to this project and campaign, the entities involved highlight that there are many new advances in technology available to developers today. Among them is Tensorflow.js and Posenet, which, for example, allow you to interact with computers using the entire body and more, something that in terms of accessibility and inclusion can be interesting. So given the high number of people living with a disability, it was considered critical to take advantage of this type of technology to design uses in an inclusive way in collaboration with the community in favor of accessibility.

The goal of the campaign was then to create useful and inspiring applications with the advances of artificial intelligence to demonstrate how its benefits can be brought to everyone, regardless of their capabilities. To achieve this, as we will see in a video below, we worked hand in hand with creators and allies in the community to take a look at the possibilities when advances such as those of the aforementioned projects are applied. The idea was to demonstrate how you can interact in this case with computers using all kinds of inputs and outputs, such as voice, body, keyboard and more to create creative tools as accessible and universal as possible.

Although not mentioned directly in the video, among the details shared by the entities involved in Creatability, this project consisted of a set of 8 experiments that explored how creative tools can become more accessible with the power of the web and artificial intelligence. . These experiments can be understood only as the beginning of a project that in the future seeks to inspire and attract other creators to use their abilities regardless of the disadvantages they may have.

Therefore, it is also that the project was conceived as an open source one with help cranes as starting points so that people can create their own initiatives such as those shown in the video.

As part of the effort, it is shared that the desired result with Ceratability was to highlight the co-creators of the community and highlight how important accessible design is for all products, as well as the way in which Artificial Intelligence can impact there .

On the other hand, one of the most interesting aspects of the project is how, with open source, other developers can take the work that has already been done and use it in their own projects, thereby helping things scale in different ways. . Thus, Creatability shows how important it is to work with people in the community with disabilities, allowing them to have a voice and decision-making power in the design and development process of creative tools.

By leading the way with this kind of thinking and design, Google hoped that the technology industry would start designing with communities rather than designing for communities and that this project could influence the technology industry to keep all communities in mind when creating products, not just by looking at core users.


The effort in favor of accessibility, according to the firm, was received with great success among the public, and media such as Venture Beat highlighted the campaign for its attractive interactivity. However, for Google the important thing was to highlight the collaboration with key figures from different communities of people with disabilities, such as the deaf composer Jay Alan Zimmerman.

On the other hand, from the advertising section, the campaign managed to win 4 awards at the 2019 Cannes Lions edition, the most relevant being the Grand Prix in the Design category.

Campaign credits

Client: Google

Campaign name: Creatability

Agency: Google Creative Lab

Production: Google Creative Lab