Creativity

IBM: Ahead of Demand

The IBM of the future.

Published on Jan 17, 2012

Editor's Pick

New creative for IBM out of Ogilvy & Mather and production company Psyop uses different production techniques to boast IBM's programs, including cloud, smarter analytics and smarter commerce.

Smarter analytics, shown through the "Split Second" video, shows how long a second can be, transforming a watch face into a train track which swoops in on a view of the city. Smarter commerce, shown through "Ahead of Demand," uses photo-realism to show a story unfolding. And cloud, which Ogilvy says is the most ambitious of the lot, used 32 animators, illustrators and designers to create a world in the clouds. Models were painted by hand and mapped onto 3D wireframes, and "locations" were researched so they looked to be as realistic as possible.

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Credits

Date
Jan 17, 2012
Agency:
Ogilvy & Mather
Client:
IBM
Production Company:
Psyop
Art Director/Group Creative Director:
Mike Hahn
Copywriter/Group Creative Director:
Ryan Blank
Worldwide Executive Creative Director:
Susan Westre
Chief Creative Officer:
Steve Simpson
Copywriter:
Fred Kovey
Copywriter:
Andrew Mellen
Art Director:
Jillian Abramson
Executive Producer:
Lee Weiss
Production Coordinator:
Jess Latour
Assistant Producer:
Dave Lambert
Executive Music Supervisor:
Karl Westman
Production Company:
Psyop/Smuggler
Director:
Psyop
Creative Director:
Marie Hyon
Creative Director:
Marco Spier
Executive Producer:
Lucia Grillo
Senior Producer:
Crystal Campbell
Associate Producer:
Kay Chen
Storyboard Artist:
Ben Chan
Design:
Ben Chan
Design:
Anh Vu
Design:
Helen Choi
Design:
Ian Cox
CG Lead:
Helen Choi
CG Producer:
George Smaragdis
CG Producer:
Oliver Castle
CG Producer:
Chris Wilson
CG Producer:
John Payne
CG Producer:
Aaron Baker
CG Producer:
Phil Avanzato
CG Producer:
Fabio Piparo
CG Producer:
Todd Akita
CG Producer:
Shuchen Lin
CG Producer:
Soo Hee Han
CG Producer:
Joerg Liebold
CG Producer:
Bogdan Mihajlovic
CG Producer:
Danka Chiang
Lead Compositor:
Jason Conradt
Compositor:
Jason Tseng
Flame:
Evan Schoonmaker
Editor:
Cass Vanini
Editor:
Jonathan Flaum
Music:
Pulse Music

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