IBM watsonx

IBM watsonx — 2023–2024

IBM watsonx was an interactive experience created to launch and demonstrate IBM’s enterprise-ready AI platform at major technology events including World Summit AI in Amsterdam, Gartner IT Symposium in Orlando and IBM Think in Boston. The project addressed the complexity surrounding enterprise AI by creating an intuitive environment where IBM representatives could demonstrate how different AI models, datasets and prompts could be evaluated and combined according to specific business needs.

The experience allowed visitors to explore, assemble and analyse their own potential AI solutions, using interactive exploded diagrams to demonstrate how different components could be mixed, matched and optimised across variables including accuracy, reliability, speed and cost. The experience also introduced benchmarking tools to compare AI models and datasets, while exploring governance, performance and trust as integral parts of building enterprise AI systems. Alongside the physical experience, FIELD.IO developed a generative visual system that translated the underlying complexity and multiplicity of AI into a distinctive 3D brand language.

I contributed as Producer at FIELD.IO, supporting the creative development and production of the experience and coordinating the multidisciplinary teams across creative direction, technical development, creative AI, design, motion and experiential design. The resulting system was developed as a globe-trotting experience capable of being deployed across different international conferences and exhibition environments.

Credit: Producer — Kerem Demirayak, FIELD.IO

Project Credits:
Created by: FIELD.IO
Client: IBM
Executive Creative Direction: Marcus Wendt
Creative Lead: Jack Grafton
CGI Creative Director: Antar Walker
Technical Direction: Jonas Otto
Creative AI Engineer: Casper Wortmann
Creative Development: Guido Schmidt, Daan Rongen, Andy Duboc
Executive Producer: Sinéad McCarthy
Producer: Kerem Demirayak
Lead Digital Artist: Julien Bauzin
Experiential Designer: Max Palmer
3D Design: Alexander Hahn, Lukas Rafik Mayer
Creative Technologist: João Fonseca
Motion Designer: Marcel Piekarski
Developer: Owen Hindley, Toby Harris