IBM Cloud LCD Soundsystem

The Ask:

Ogilvy and Mather challenged agencies, including Tool of North America, to showcase the power of IBM Cloud using data from tennis matches at the US Open. The goal was to propose creative and innovative uses of this data.

‍

The Answer:

At Tool of North America, I led the creative direction for our response. Our lead developer, Patrick Gunderson, devised an algorithm to convert live tennis match data into music. My role was to conceptualize and pitch how IBM's cloud services could bring this idea to life in a way that seamlessly integrated into everyday experiences, enhancing reality and inspiring the public. The concept involved transforming each tennis match into a unique song, leveraging IBM's technology in an inventive and engaging way.

‍

The Result:

Our proposal was a triumph, winning us the business. The strength and creativity of Patrick's algorithm and our pitch captivated LCD Soundsystem’s James Murphy, who joined the project to create the music. The project generated significant buzz, trending on Twitter, and gaining attention from major media outlets like Gizmodo, Vice, Rolling Stone, and Pitchfork. It was even touted as a potential contender for Cannes. This unique musical experience, showcasing the capabilities of IBM Cloud, can still be explored and enjoyed, highlighting the matches from the US Open at http://sessions.usopen.org/.