IBM
I made a lot of award-winning work for IBM and I’m really proud of it.
Made with IBM - Winner of Effies, an Adweek Ad of the Day Honor, a New York Times cover, and an Ad Age article
Watson in 15 seconds - Winner at One Show
Think campaign
Patent posters - Winner of Cannes Lion
Smarter questions
IBM women in tech
Made with IBM
Made With IBM was an ambitious campaign dedicated to showing off the sides of IBM you don't often get to see. The result? 62 individual TV spots, each showcasing a different example of IBM’s incredible dedication to innovation for its clients. No ad aired more than once, subverting a traditional media buy and turning it into something unexpected and inventive.
My role:
I worked on this project from start to finish - creating Made With IBM concept, selecting client stories, conducting interviews with those clients, shooting video content, and editing it all together.
Watson
We wanted to show off what supercomputer Watson could do. But explaining how it all works is, well, a bit complicated. So we decided to make simple 3D animated 15 second commercials that each showed off a different feat Watson can perform in …. the time it took to watch the commercial. Featuring the amazing voice of Lily Rabe.
My role:
We pitched this idea as 15 second digital videos and it got stuck in the back of a deck. Clients saw it, loved it, and asked us to put it on TV duing the US Open. They asked for eight total spots and it was my first foray into how 3D animation works. I wrote the copy for the spots based on real data about Watson and chose Lily Rabe to be the voice actor. She later went on to become kinda famous.
Think Campaign
IBM wanted to celebrate 100 years of THINK, one of the world's best known campaigns. We went through tons of case studies to find the six best true stories to tell. From a night shoot to helicopters and drones, this large scale campaign had me running around California for two weeks.
My role:
While the Think campaign existed for a long time, I was brought in to help come up with new waya to tell the stories behind the case studies. It began with sitfing through an actual stack of complex stories and finidng the gems that would lead to us telling true stories about IBM in an interesting way. I was chosen last minute to go on this shoot which lasted for two weeks.
Patent Posters
IBM innovators create A LOT of patents. To help commemorate this, our team created posters to visually bring to life some of their most impressive inventions. These posters were all immortalized at IBM HQ and ran on social media. And it required me to read A LOT of patents to understand them and write the corresponding copy to go with each one.
Winner of a Bronze Lion at Cannes
Winner at London International Awards
My role:
I was brought in to help write the copy for the posters you see. This was an important component of the project because IBM wanted to ensure that the artistic intrepretations of each patent had meaning and a story behind it.
Smarter Questions
Life size sets and in-camera effects paired with provocative questions. I did the writing for this campaign while also helping conceptualize many of the visual stories. This print, video, and OOH campaign ran all over the US, online and on social.
My role:
I was brought on to provide copy for this campaign, but I also ended up coming up with some of the visuals as well. It was very cool to see stick figure drawings I made be built into life size sets. I attended the entirety of the shoot in a Williamsburg studio.
Women at IBM
We wanted to celebrate the amazing achievements of women at IBM for International Women’s Day. So we celebrated 26 IBM patents by women with music by Matt Pond PA. This campaign ran on IBM’s recruitment website to encourage more women to apply and also on social media.
My role:
I was tasked to find a unique way to celebrate women in tech but didn’t want it to become a sob story. The whole idea here is to celebrate what women are already accomplishing at IBM to lower the barrier to entry. I read through hundreds of patents to find these 26 and then helped to come up with a visual representation for each one that could be turned into a fun social GIF.
