Scientific Data is Transformed into a Unique Visual Language for IBM's "Smarter Planet" campaign.
Director Mathew Cullen and MTh code artists, designers and animators partnered with global ad agency, Ogilvy & Mather/New York to create vanguard generative art for IBM and their ground-breaking "Smarter Planet" campaign.
Encompassing "Data Baby," "Data Energy" and "Data Transportation," the campaign gives information a personality and expresses the innovative way IBM gathers and analyzes information, and harness it to help find answers to our biggest problems.
"Baby" incorporates data-driven design collected from a newborn's vital signs to convey that IBM's technologies help analyze data to build smarter hospitals. The team built custom code that translates spreadsheets of raw numerical data from a newborn's respiratory, heart rate, blood pressure, oxygen saturation, and temperature readings into motion paths that move and evolve design elements organically across the image.
"Energy" embraces generative images drawn from sources like windmills, transformers and homes as dimensionalized expressions of data flowing from energy, in chaotic yet elegant ways. Cullen directed the three-day live-action shoot in LA for "Baby" and" "Energy", teaming once again with longtime Motion Theory collaborator, Academy Award-winning DP Guillermo Navarro.
Co-directed by Cullen and Mark Kudsi is the third spot, fully-animated "Transportation." The piece serves as a visual metaphor for the elegant trajectories of human travel across the globe, and how even the most complex systems can be improved. To create a unique visual canvas that authentically mapped the intersections and patterns of human movement, artists previsualized the camera move in 3D to guide the graphics consisting of generative art through processing.
Together, the three films embody the spirit of reactive data and technology working in harmony to build a smarter planet and better our lives. Extensive R&D for the campaign included enlisting a medical consultant, developing custom code to process and visualize data, conceiving a workflow for importing camera motion paths, and tracking curves and models to mirror the exact movements of four infants filmed live on set for "Baby."