At IF Labs we fuse strategy, creativity and technology to design, shape and launch the brands + businesses of the future.

WE’RE REDEFINING DIGITAL BRAND STRATEGIES

WE’VE PROTOTYPED ACCESSIBLE SMART HOME DEVICES FOR HOMES ACROSS ASIA

WE’RE HELPING DEFINE THE FUTURE OF BANKING

WE’VE DEVELOPED NEW CUSTOMER EXPERIENCE PLATFORMS FOR GLOBAL RECRUITMENT

WE BELIEVE ANY FUTURE-FOCUSED BUSINESS NEEDS TO BE ANCHORED IN CREATIVITY AND CULTURE IN ORDER TO SUCCEED.

STRATEGY + SOCIAL + CREATIVE

BRANDING + DESIGN + MARKETING

DIGITAL EXPERIENCES + ACTIVATIONS

IMAGINE IF PEOPLE COULD GET HANDS ON FROM HOME WITH iPHONE

VIEW THE PROJECT

WE CAN DO A LOT MORE WITH LESS

Founded in 2021 by ex Google and Apple Creative Directors, IF Labs combines user insight, strategy and technology to create meaningful brand experiences. It's why we're set up like a creative collective optimized to partner with a range of clients, brands, and startups.

There is no one-size-fits all, but anything great starts small. This is especially true when dealing with complex technologies or systems. We deliver bespoke creative business solutions—whether it’s to facilitate and build in-house capabilities, define strategic methodologies, or produce world-class marketing and experiences.

IT STARTS WITH ...

Understanding your business needs, teams, objectives, and then setting a vision together.

WE THEN BUILD A BESPOKE TEAM OF ...

◦ User Researchers

◦ Visual Designers

◦ Creative Technologists

◦ Developers

◦ Brand Strategists

◦ Production Partners

PROJECTS

Brand Strategy // NIKON

JP + GLOBAL

Not available due to confidentiality agreement.

2023

CONFIDENTIAL

Brand Strategy // VTN

AU + GLOBAL

Not available due to confidentiality agreement.

2023

CONFIDENTIAL

Brand Strategy // HYBE

US + KOREA

Not available due to confidentiality agreement.

2022

CONFIDENTIAL

Brand Activation // ZKSYNC

US

Not available due to confidentiality agreement.

2022

CONFIDENTIAL

Campaign // W+K, Google

JAPAN

Strategy + creative with W+K for Google Search summer campaign.

2022

COMPLETED

Metaverse // HUGE, SK-II

APAC

Experience concept creation and development.

2022

COMPLETED

Brand Strategy // ZKSYNC

US + EU

Not available due to confidentiality agreement.

2021/22

CONFIDENTIAL

Innovation // DELOITTE, OPTUS

AUNZ

Not available due to confidentiality agreement.

2021/22

CONFIDENTIAL

Innovation, CX // W+K, PERSOL

JAPAN

Not available due to confidentiality agreement.

2021/22

CONFIDENTIAL

Future Visioning // DELOITTE, CBA

AUNZ

Not available due to confidentiality agreement.

2021

CONFIDENTIAL

Interactive // HUGE, SK-II

SINGAPORE

Interactive online story and UX experience for Facial Essence.

2021

COMPLETED

Campaign // ROYALS, OUA

AUNZ

‘Here to Guide You There’ campaign for Summer ‘22 enrolments.

2021

COMPLETED

Innovation // R/GA

JAPAN + INDIA

User research and concept development.

2021

COMPLETED

IMAGINE IF A REMOTE CONTROL COULD GET KIDS OUTSIDE

VIEW THE PROJECT

WE FOLLOW A PROVEN PROCESS THAT PUTS CULTURE, TECH, AND USERS FIRST

User first digital strategy

Observing user behavior allows us to identify insights and problems a brand has permission to solve. These form the foundation of our experience or service based strategies. In the experience era brands need to show up in places, and on the platforms, where they can engage their audience in authentic and unconventionally useful ways.

Innovation based creative solutions

Rapid ideation through design thinking and our tech-led creative methodology lets us map out business opportunities for the future. Our creative proposals are always built around agile roll-outs that start with simple prototyping to minimise risk and validate usability so you’re not left with a great idea but no way to realise it.

Tech dev, direction
& design

Making new types of work requires the efforts of many different partners and we specialise in translating creative concepts into technical deliverables. We can work with your existing digital resources, external vendors, or onboard new ones to bring these ideas and experiences to market.

“ IF Labs are a powerhouse. Their ability to understand and unpack a problem, rapidly research and develop insight, then ideate and conceptualise solutions, is second to none and a marvel to watch unfold. ”

Emad Tahtouh - Principal (Creative & Brand)
‍Deloitte Digital

“ Working with IF Labs was a great experience! They were smart, creative and persistent throughout the whole process, even though it was a very bumpy one. Their positivity and enthusiasm helped the whole team! ”

Kyoko Yonezawa - Creative Tech Director
‍Wieden+Kennedy Tokyo

OUR PARTNERS + CLIENTS

PAST CLIENT + PARTNER EXPERIENCE

No matter how big the job, or brand, we believe in a market first approach, small teams, and an iterative process. This lets us operate quickly to interface with your internal departments or external vendors so we feel like one team.

IF Labs + W+K Tokyo + Google

Google Search, like many Google platforms, has become so ingrained in our lives that it's become almost invisible. For their summer 2022 campaign we wanted to reinforce the power of Google Search amongst Gen X and Gen Z’s in Japan.

Together with W+K Tokyo we created an integrated campaign showing how popular influencers and personalities on TikTok, Instagram and YouTube started their careers with a search.

IMAGINE IF WE COULD REWIND CELEBRITY CAREERS TO THE SIMPLE SEARCH that started it all

Imagine if a remote control could get kids outside.

Google + Panasonic(Developed while at Google, 2019)

We designed, developed and created PA!GO - a magic remote for children to explore their world with. Our product uses a Coral Tensor Flow Accelerator for on device machine learning, letting kids point their remote at their surroundings to learn more about them. This visual diary is saved, analyzed and referenced against Google’s knowledge graph and spoken back to them.

The product was launched at Tech Open Air Festival in Berlin and developed as maker kits on SEEED. Following this it also recieved a ‘Gold’ world design award.

IMAGINE IF WE DESIGNED A PLAYABLE LAUNCH CAMPAIGN THAT ONLY OUR TRUE FANS COULD CRACK

Google + OnePlus (Developed while at Google, 2019)

We turned the OnePlus 6T phone launch into the world’s biggest crypto challenge. CRACKABLES is a race against the clock to solve a range of digital crypto puzzles, that we know our loyal fan base of hackers, coders and techies love. The global mobile-based experience was written by Sleep Deprivation Lab and powered by Google’s DialogFlow platform, and even required the finalists to use a custom built audio board to decode signals from the web app.

IMAGINE IF WE CREATED A GAME COMBINING CULTURE + CLASSROOMS

Google + Glico (Developed while at Google, 2016)

In 2016 Japan announced they would only make computer science mandatory in schools beyond 2020. So we developed a world first educational app that uses computer vision to turn the famous Pocky snack into a visual coding language. We designed a game that could be played and controlled by laying out snack sequences teaching the fundamentals of algorithmic thinking to kids as young as five. The app has been translated into three languages and features on all boxes of Pocky (the game is being evolved and still features on all boxes today ‘23).

Apple + TBWA\Media Arts Lab (Developed while at MAL, 2020)

With most of Apple’s retail stores closed around the world, how could we give people that first ‘hands-on’ experience of walking into an Apple store and holding the new iPhone? We created iPhone12 Studio, the first iPhone configurator for the first iPhone you could actually customize, right from the comfort of your couch.

IMAGINE IF PEOPLE COULD GET HANDS-ON FROM HOME WITH iPHONE 12

IMAGINE IF WE COULD SEND KIDS TO SPACE

YouTube + JAXA (Developed while at Google, 2017)

Japanese NASA wanted re-inspire and excite school kids about the application of science in space. We created the first ever VR Cardboard Space Helmet experience to coincide with astronaut Takuya Onishi being onboard the ISS. Mr Onishi recorded live videos while in space and we developed them into a VR game for kids to play inside their helmet. To launch this we sent thousands of kits to schools and held a live YouTube stream with Mr Onishi in space.

Apple + TBWA\Media Arts Lab (Developed while at MAL, 2020)

How do you launch the world’s most famous product during the 2020 global pandemic? Well, with most of the world WFH, why not give them something to watch, learn, and create while in lockdown. We created two Instagram Experiment series which showed off the amazing camera of the iPhone 12 Pro and taught people how to create their own visual experiments at home.

IMAGINE IF WE TAUGHT PEOPLE HOW TO TURN THE ORDINARY INTO EXTRAORDINARY

IMAGINE IF
E-COMMERCE WAS MORE HUMAN

Google Assistant + Flipkart (Developed while at Google, 2018)

Everyone loves a good deal, but in India haggling is so serious it could almost be a sport. So for India’s biggest ecommerce sale, Flipkart’s Big Billion Days, we developed the world’s first immersive haggling experience. Anyone in India could haggle with our HAGGLEBOT on any item, and a deal was determined by how good you were. Thanks to Google’s voice platform we were able to build robust game mechanics and use Natural Language processing to build-in colloquial terms and nuances from different Indian regions.