GSD&M are the agency behind work for brands that include the United States Air Force, Capital One, Southwest, the Great Chicken Sandwich War of 2019 - remember the chicken wars started by Popeyes - oh yeah, it was GSD&M that came up with it. They were recently tasked to launch the first-ever brand and recruitment campaign for SPACE FORCE. Maria D'Amato made a name for herself as a brilliant creative mind and smart technologist. A formative partner to clients like Southwest Airlines, Capital One, Pizza Hut, United States Air Force, and others, she has created or been integral in the creation of some of GSD&M's smartest work. For instance, this year's creation of an enormous virtual jigsaw puzzle, the 'Million Piece Mission'. It even made it made into the Guinness Book of World Records! Perhaps her biggest achievement at the agency so far is her leadership role in helping to establish experience design as a discipline. The formalization of the XD practice—now immersed across all work streams —has fundamentally altered the way the agency approaches problem-solving. GSD&M's XDs fuse a deep understanding of users' behaviors with technical expertise and pursue innovation to the traditional creative workflow. Maria joins me on the podcast today to share her story and how they are using technology to help brands come alive across every single touchpoint.

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