In 2000, Hillis co-founded the R&D think-tank Applied Minds with his Disney colleague Bran Ferren. Minds is a team of engineers, scientists, and designers that provide design and technology services for clients. The creative environment and the diverse projects it undertook gained Applied Minds abundant media attention. "It's as if Willy Wonka's chocolate factory just yawned wide to welcome us. Only here, all the candy plugs in," said an article in "Wired" magazine. Work done at the firm covered the range of industries and application domains, including satellites, helicopters, and educational facilities.