IBM
Advertising Campaign
2019
Creative Director
I was a freelance Creative Director @Ogilvy NYC working collaboratively with internal and external vendors to bring The Model Factory to life
IBM enlisted Ogilvy NYC to help introduce its smart factory technology to a niche audience of VPs of Manufacturing, a sector where IBM was not yet well-known. Tasked with shifting IBM's perception from a traditional IT provider to a key player in manufacturing, I created an advertising campaign that effectively communicated the value and innovation of IBM's smart factory solutions. The campaign targeted the specific needs and challenges of manufacturing leaders, positioning IBM as a trusted partner in this new space.
IBM
Advertising Campaign
2019
Creative Director
I was a freelance Creative Director @Ogilvy NYC working collaboratively with internal and external vendors to bring The Model Factory to life
IBM enlisted Ogilvy NYC to help introduce its smart factory technology to a niche audience of VPs of Manufacturing, a sector where IBM was not yet well-known. Tasked with shifting IBM's perception from a traditional IT provider to a key player in manufacturing, I created an advertising campaign that effectively communicated the value and innovation of IBM's smart factory solutions. The campaign targeted the specific needs and challenges of manufacturing leaders, positioning IBM as a trusted partner in this new space.
The Ask
IBM asked Ogilvy NYC to help introduce it's smart factory technology to a niche audience of VP's of Manufacturing. At this point, IBM was only known as an IT provider, the manufacturing space was new for them. I came up with the idea of The Model Factory. Instead of telling the user the benefits of IBM's technology, let them experience it for themselves in a familiar setting.
The Ask
IBM asked Ogilvy NYC to help introduce it's smart factory technology to a niche audience of VP's of Manufacturing. At this point, IBM was only known as an IT provider, the manufacturing space was new for them. I came up with the idea of The Model Factory. Instead of telling the user the benefits of IBM's technology, let them experience it for themselves in a familiar setting.
Moments of Joy
When users achieved significant milestones within the experience, they were rewarded with cinematic animated cut scenes to show how IBM's tech helped fix or prevent undesirable outcomes.
Moments of Joy
When users achieved significant milestones within the experience, they were rewarded with cinematic animated cut scenes to show how IBM's tech helped fix or prevent undesirable outcomes.
Whimsical but plausible
Every station, routine and machine was carefully researched and studied. We were especially sensitive to political issues such as machines replacing human workers and ensured there was a balance between humans and machines.
Whimsical but plausible
Every station, routine and machine was carefully researched and studied. We were especially sensitive to political issues such as machines replacing human workers and ensured there was a balance between humans and machines.
The Experience
I collaborated with the UX designer and writer to simplify the gamified experience of running a factory in "The Model Factory" campaign. We distilled complex operations into three simple dials representing factory health: production quantity, timeliness, and overall risk potential, making the experience more intuitive and accessible for users. We broke down the user experience:
Features
1. A choose your own adventure experience
2. UI indicators that would display the “health” of the factory as you make choices to reinforce your impact
3. Looping animated stations rendered in isometric perspective, for modularity
4. Cinematic cut scenes as moments of joy
5. UI popups using IBM’s global components to alert and message the user on situations
The Experience
I collaborated with the UX designer and writer to simplify the gamified experience of running a factory in "The Model Factory" campaign. We distilled complex operations into three simple dials representing factory health: production quantity, timeliness, and overall risk potential, making the experience more intuitive and accessible for users. We broke down the user experience:
Features
1. A choose your own adventure experience
2. UI indicators that would display the “health” of the factory as you make choices to reinforce your impact
3. Looping animated stations rendered in isometric perspective, for modularity
4. Cinematic cut scenes as moments of joy
5. UI popups using IBM’s global components to alert and message the user on situations
Design System
I established the visual identity of "The Model Factory" by selecting isometric looping 3D animations that combined a futuristic yet retro aesthetic. This approach emphasized the advanced nature of IBM's smart factory technology while maintaining authenticity in the portrayal of human and machine interactions. The design balanced innovation with a sense of realism, effectively communicating the potential of the technology to the target audience.
Design System
I established the visual identity of "The Model Factory" by selecting isometric looping 3D animations that combined a futuristic yet retro aesthetic. This approach emphasized the advanced nature of IBM's smart factory technology while maintaining authenticity in the portrayal of human and machine interactions. The design balanced innovation with a sense of realism, effectively communicating the potential of the technology to the target audience.
Atomized Assets for Social
I atomized the animation assets from The Model Factory campaign for use in marketing and social ads, creating targeted and versatile content tailored to different platforms. This approach led to above-average click-through rates, effectively engaging IBM's audience and driving higher interaction with their smart factory technology.
Atomized Assets for Social
I atomized the animation assets from The Model Factory campaign for use in marketing and social ads, creating targeted and versatile content tailored to different platforms. This approach led to above-average click-through rates, effectively engaging IBM's audience and driving higher interaction with their smart factory technology.
Return on Investment
Results
The Model Factory campaign was a major success, generating a 22x ROI for IBM and significantly boosting their presence in the manufacturing sector. The campaign's effectiveness also won an Effie Award, highlighting its impact and excellence in strategic marketing.
Results
The Model Factory campaign was a major success, generating a 22x ROI for IBM and significantly boosting their presence in the manufacturing sector. The campaign's effectiveness also won an Effie Award, highlighting its impact and excellence in strategic marketing.
Brooklyn, NY
@2024
Brooklyn, NY
@2024