IAMS
Using AI to create a ground-breaking biometric identity system for dogs.
Nearly 10 million pets go missing each year in the US, but only a small percentage have microchips. That leaves millions of owners without a reliable way to reconnect with their dogs.
adam&eveDDB asked us to help their client IAMS explore a more accessible solution using everyday technology. We began with a single insight: every dog has a unique nose print, just like a human fingerprint. And smartphone cameras were finally good enough to capture it.
Created a machine learning model that identifies individual dogs by their nose print
First-of-its-kind biometric identity system for dogs
Downloads during the initial beta launch
Developed a working mobile app to scan, register, and match “nose IDs”
Built the full platform across app, website, and campaign toolkit
Partnered with a beta community to improve scanning accuracy and usability
Enabled missing dog alerts, community searches, and real-time owner reconnection
Included extra features like a lost dog map and poster generator
Delivered full UX, UI, illustration, app and web development
The model has proved an enormous success, with copies launched for different pet brands around the world
