Overview

The IBM “Smarter Planet” campaign was a global branding initiative consisting of broadcast, print, outdoor, and online messaging, all highlighting case studies of IBM’s enterprise solutions. It stands as one of the earliest wide-release campaigns utilizing beautiful data visualization as its foundational concept. As the lead Creative Director, I led a team of designers, coders, and visual effects artists, working closely with Ogilvy to develop the campaign’s visual language across media. The core challenge was to innovate a visual style that conveyed the idea of “smarter planet” solutions without words.  In addition to leading other designers, I took a front-line position in developing a new form of data visualization that sought to combine art, science, mathematics, and humanity. This included creative directing design stills, guiding a team of 3D animators, and leading a team of programmers to create custom code that helped us to create a never-before-seen level of interaction between design and live-action footage. 

Data baby

Specifically, I oversaw every step of the creative process in developing and finishing the broadcast spot IBM “Data Baby,” in which delicate data viz interacts with a newborn baby, communicating how IBM’s health systems have helped to improve newborn health.  Likewise, I conceived, creative directed and shepherded the visual style for IBM “Energy,” in which the concept of energy efficiency becomes visible as colorful curves interacting with live-action footage.  The theme of visualizing innovation and data extended into many print and online uses, with each new usage requiring a customized application of the design principles I played a key role in creating.

Much like the broadcast and digital components of this campaign, the print ads featured actual raw data, beautifully visualized through a combination of mathematics, programming, design, and animation.