Jason Yim (Trigger) on Finding the Fun in AR After a Decade of Making Experiences

The Guest

Jason Yim is the CEO and executive creative director at Trigger, a company that invents mixed reality experiences for both consumer and enterprise use for the world’s top brands, including Disney, NBA, Sony Pictures, Adidas, and many others.

Jason and his team at Trigger have been working in AR for more than a decade and are often pushing the boundaries of what’s possible. Together they have logged 175,000 hours of development time.

For these reasons and others, Jason was listed in Next Reality's “30 People to Watch in Augmented Reality for 2019”.

Jason was born in Singapore and raised in Hong Kong before moving to the US for high school. He graduated with a degree in graphic design from UCLA. After starting his own design firm, he became the president and creative director for Hans Zimmer’s marketing firm, Media Revolution. After a decade there, he started Trigger.

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The Conversation

In this conversation, we dig into a few projects Jason has done with the National Hockey League, Royal Caribbean Cruise Lines, and LEGO. We discuss some of the lessons learned he’s learned, and he shares his broader perspective on the industry, and where the opportunities and pitfalls lie.

Through the many projects he’s done with LEGO, Jason has come to appreciate that no amount of prior success or brand recognition should stand in the way of recognizing the uncertainty of the next big idea. LEGO doesn't assume they know the right answer. They methodically test and iterate, and as a result, they consistently find the fun in their new products and experiences.

Jason McDowallconsumer, mobile AR, enterprise, content creation