SAS
The Batting Lab
The first AI-powered batting cage designed to teach kids data literacy.
Most in-demand jobs by 2030 will require the ability to work with data, but less than half of kids understand it. However, they understand baseball,
which already has data science baked into every aspect of the gameplay and form. We used their love of the game to teach them the power of data.
SAS, the industry leader in data analytics, and McCann teamed up to create the first ever AI-powered batting cage that could
analyze 50,000 points of data to help improve kids’ swings, stance, load, trajectory, and more.
Recognition: The Today Show, Muse by Clio, Adweek Ad of the Day, Shots Ad of the Day, LBB Online
ADC Gold Cube, ADC Silver Cube, ADC Bronze Cube, Webby Winner, Webby People's Choice, Shorty Awards Winner,
Effie Silver, Clio Awards Bronze, Cannes Shortlist, D&AD Shortlist, One Show Merit x2, AICP Next Shortlist
How It Worked
The Batting Lab was the first-of-its-kind to turn player data into real-time coaching instruction. It was able to do this by using cameras, sensors, AI, computer vision, and IoT analytics to ultimately collect over 50,000 data points per hit. It would, then, provide instant feedback and suggestions on how to improve each kid’s swing, and more in-depth feedback at the end of every session—allowing the kids to explore their data.
Extending the Experience
Because the program was only made for a select few, we scaled the program by creating the Data Playbook, which translated the digital swing analysis into a free educational tool, both digital and printed, for players, parents and little league coaches worldwide.
View more of the Data Playbook's design here.