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b'Step 1: Plant augmented reality\\ngnomes across the world. Step 2: \\u2026? Step 3: PROFIT!\\n\\n\\n\\nJust kidding \\u2014 Trigger Global\\u2019s\\narmy of AR gnomes has a more solid business plan than the Underpants\\nGnomes, as well as many other ventures across popular brands,\\nutilizing mixed reality technologies to bring them to life. CEO Jason\\nYim emerges from his hidden meadow to talk about a few of them.\\n\\n\\n\\n\\n\\n\\n\\nAlan: Hi, my name is Alan\\nSmithson, the host of the XR for Business Podcast, and today\\u2019s guest\\nis Jason Yim. He is the CEO and executive creative director of\\nTrigger Global, the mixed reality agency. He has creatively led over\\n150,000 hours of development in mixed reality, including as a Snap\\nLens Studio partner, preferred developer for Facebook, and showcase\\ndeveloper for Euphoria and Google, as well as an early adopter and\\nearly developer for Magic Leap. Yim\\u2019s recent high-profile work\\nincorporates mixed reality in marketing for Star Wars: The Last Jedi,\\nproduct development for Hot Wheels, and location-based experiences\\nsuch as the fish designer for Lego House, and of course, enterprise\\ntools for AR evaluation tool for Honda. Yim is a recognized speaker\\naround the world and he has held the stage at major technology and\\nindustry conferences in Singapore, Shanghai, Berlin, Tokyo,\\nCopenhagen, London, New York, Los Angeles, San Francisco, and all\\nover the place. Jason\\u2019s returned to his childhood home to speak at\\nTEDx Hong Kong on computer vision bringing toys to life. Yim has also\\nbeen featured in Apple\\u2019s first TV show, \\u201cPlanet of the Apps,\\u201d\\nand won two LA Auto Show award design challenges back to back, with\\nhis partners at Honda Advanced Design. Additionally, Jason has been\\nassigned four patents in augmented and mixed reality, with several\\nmore pending. To learn more about Trigger Global, you can visit\\ntriggerglobal.com. \\n\\n\\n\\n\\nJason, welcome to the show.\\n\\n\\n\\nJason: Alan, thanks for that\\nkind introduction.\\n\\n\\n\\nAlan: It\\u2019s amazing, just that\\nintroduction; you think \\u201cHoly crap, you\\u2019ve done work with Honda.\\nYou\\u2019ve done work with Lego. You\\u2019ve done work with Snapchat, and\\nFacebook, and Google.\\u201d It\\u2019s crazy, the things that you\\u2019ve done.\\nAnd you joined us on stage at AWE this year, to talk about\\nsupercharging your marketing. Tell me about some of the things you\\nguys are working at right now.\\n\\n\\n\\nJason: Yeah, I think for us on\\nthe marketing side it\\u2019s actually quite an interesting time. We\\u2019re\\nseeing basically the market maturing a little bit and then kind of\\ndividing into two big chunks of work. On the introductory to AR side\\nof things, we have the social lenses. So that\\u2019s the\\nSnap/Facebook/Instagram approach, where it\\u2019s a small experience for a\\nsmaller budget and it\\u2019s going through someone else\\u2019s app, but it\\u2019s a\\nmuch larger user base, which is a good way to start it off. And then\\nthe other group of projects that we work on are kind of larger\\ndevelopment, where the brand can own their own app or they have an\\nexisting app and we\\u2019re pushing an AR module into that existing app.\\n\\n\\n\\nAlan: Let\\u2019s break those into\\npieces, here. The first one you mentioned is smaller ones with social\\nlenses. Can you maybe talk about some of the work you\\u2019ve done in\\nthat?\\n\\n\\n\\nJason: Sure. We were one of\\nSnap\\u2019s first agencies \\u2014 the Lens Studio partners. We actually were\\nkind of a guinea pig as they were developing the Lens Studio itself.\\nI believe we\\u2019re probably one of the first people outside of Snap to\\nactually use the tool. On the client side, we\\u2019ve worked with\\neverywhere from Adidas, Pepsi, the NFL, all from sports and brands on\\nthe lens side. On the Snap side, typically they are coming to us. We\\neither bring opportunities to Snap w'