ROLES
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
MEDIUMS
EXPERIENTIAL : DIGITAL : INTERACTIVE
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
MEDIUMS
EXPERIENTIAL : DIGITAL : INTERACTIVE
IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world.
Combining abstract tennis iconography, artful data visualizations and interactive games, the 2018 IBM Fan Experience showed fans how IBM uses AI (Watson) to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience.
Combining abstract tennis iconography, artful data visualizations and interactive games, the 2018 IBM Fan Experience showed fans how IBM uses AI (Watson) to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience.
Fans could test Watson’s abilities through a 3-part interactive challenge, and learn how this same technology is being used to address complex world issues, from identifying problems with cars and trains to diagnosing and treating cancer.
CREATING A SCALABLE EXPERIENCE
IBM loved the fan experience so much they wanted to showcase the story at other events (such as the IBM booth at CES). So we created a number of different configurations to fit different budgets and available space at the events.
The experience was also re-imagined at a low budget for a small room in the IBM house at the Masters Golf tournament in 2019. This meant not only re-approaching the design language, but also converting the interactive and digital narrative to be relevant to golf.
