IBM: A Smarter Business Engine
Media Type:
Film
Brand
Agency
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How to explain digital transformation with plastic balls.
Charles and Ray Eames’ design philosophy was all about embracing playfulness. Whether they were designing furniture, toys, or iconic exhibits such as 1961’s Mathematica – a partnership with IBM.
Inspired by the Eameses early work with IBM, the experiential agency GPJ partnered with production company 1stAveMachine to create a 10-foot tall, interactive, fully-analog machine. The installation uses playful metaphors to show how IBM’s products and solutions can help businesses overcome their struggles with digital transformation. The behavior of the plastic balls as they travel through the tracks and mechanisms of the machine helps to visualize the key steps to a more modern organization. In essence, proving the power of design to make the complex, simple.
Currently touring the US and appearing at large industry events such as CES, this self-perpetuating machine is also accompanied by voice-over narration that syncs with each of the 8 “teachable moments," reinforcing IBM’s point of view.
Credits
Advertising Agency:
GPJ, USAVP Executive Creative Directors:
Marcos Ribeiro, Chris GoveiaSenior Account Director Project Lead:
Amy KnowlesCreative Director:
Pete Williams, Dan TuckerSenior Strategist Experience Design:
Jessica TurekSenior Producer:
David TrainorSenior Art Director:
Amir SjenarevicSenior Event Manager:
Devin ColonSenior Manager, Event Production:
Joshua PakerProduction Company:
1stAveMachineDirector:
Bob PartingtonExecutive Producers:
Peter Repplier, Garrett FennellyProducer:
B GosseFabricator / Engineer / Owner:
John Merritt, Merritt ProductionsDate:
March, 2020
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