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CALLING THE SHOTS
IBM AI Sports Club at SXSW
ABOUT ME
ROLE
Art Director
RESPONSIBILITY
Concept
Art Direction
Spatial Layout
Graphic Design
EXPERIENCE
When SXSW added an AI track to the mix in 2024, IBM knew they had to attend as a sponsor. With an aggressive timeline and limited footprint, we collaborated with IBM Communications and Blue Studio to transform a hotel room into the IBM AI Sports Club.
From graphics and textures to a data-driven table tennis activation, the space engaged attendees in the world of the sports matches IBM AI generates insights for each year.
The core of the space featured a new activation, Calling the Shots. The table tennis experience illustrates IBM's work deriving Match Insights at the US Open and Wimbledon. Custom created paddles with motion sensors tracked real-time stats, such as ball speed and swing speed, as SXSW attendees played.
When not in use, the LED wall provided a dynamic backdrop for attendee networking and IBM presentations.
A life-size IBM Rebus turned a case of tennis balls into a brand moment, while video-embedded Story Lockers invited guests to take a deeper dive into IBM's work with the US Open, Wimbledon and the Masters.
OUTCOME
The IBM AI Sports Club went on to win a Muse Creative Award, while the Calling the Shots activation was so successful that it went on to travel the world with IBM. Some highlights were IBM Think in Boston, VivaTech in Paris, and Collision in Canada, where it got some play from tennis star Maria Sharapova.
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