IBM
IBM AI Changing the Game
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Challenge
IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world. In 2018, we wanted to raise awareness for how integral the brand’s technology is to tournament operations and for enhancing fan enjoyment of the game – and ultimately, how the same technology is being used to change the world.
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Approach
Combining abstract tennis iconography, artistic data visualizations, and interactive games, the 2018 IBM Fan Experience demonstrated how IBM utilises artificial intelligence (Watson) to perceive, interpret, and understand emotion—capturing and delivering thrilling moments and in-depth match insights, ultimately enhancing the overall game experience.
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Results
Fans can test Watson’s abilities through a three-part physical interactive challenge and discover how this same technology is being utilised to tackle complex global issues, from identifying problems with vehicles and trains to diagnosing and treating cancer. This experience emphasises Watson’s unique dedication to demonstrating to tennis fans that IBM Watson shares their enthusiasm for the game.
Design Direction for Watson
Creating a ‘point-cloud’ design direction allowed the tiny particles of data to become the shapes, sounds, and feelings, reflected in the players and crowd. IBM served a winning experience that amplified the fan feeling while showcasing the power of Watson and the possibilities of partnership.
My role was Lead Art Direction
Agency Spinifex Group Los Angeles CEO Ben Casey ECD Stephen Van Elst Creative Directors Jonnie Ellison, George Kacevski Art Direction Robyn Spencer Animation Ben Alpass Production Ashley Phillips Launch Aug 2018 Other Agency Credits George P. Johnson.