IBM: A Smarter Business Engine

March 09, 2020Filed under Film and Electronics, Technology

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.

Advertising Agency:George P Johnson, New York, USA
VP Executive Creative Director:Marcos Ribeiro, Chris Goveia
Creative Director:Pete Williams, Dan Tucker
Senior Strategist Experience Design:Jessica Turek
Senior Producer:David Trainor
Senior Art Director:Amir Sjenarevic
Senior Event Manager:Devin Colon
Senior Manager:Joshua Paker
Event Production:Joshua Paker
Production Company:1stAveMachine
Director:Bob Partington
Executive Producer:Peter Repplier, Garrett Fennelly
Producer:B Gosse
Fabricator:John Merritt, Merritt Productions
Engineer:John Merritt, Merritt Productions
Owner:John Merritt, Merritt Productions
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