IBM Sevilla FC

IBM × Sevilla FC — 2025

An interactive sports intelligence experience developed for IBM’s partnership with Sevilla FC, transforming a traditional game of foosball into a personalised demonstration of AI-powered professional scouting. Through natural gameplay, participants’ movements and playing patterns are captured using computer vision and analysed to generate individual insights, turning IBM’s analytical capabilities into an immediate and engaging personal experience.

The experience was designed to make complex AI technology feel intuitive and human. Rather than presenting abstract data or technical outputs, the intelligent foosball table observes behaviour during play and translates it into a personalised scouting profile, allowing participants to discover characteristics such as their playing style and decision-making approach. The result connects physical interaction, behavioural data and AI analysis in a format that encourages participation, sharing and repeat engagement.

I contributed as Senior Creative Producer at FIELD.IO, supporting the creative development and production of the experience and coordinating the multidisciplinary teams responsible for UI/UX, AI development, software development, motion and 3D design. My role helped bring together the creative, technical and experiential components into a robust interactive installation.

Credit: Production — Kerem Demirayak, FIELD.IO

Project Credits:
Created by: FIELD.IO
Client: IBM
Executive Creative Direction: Marcus Wendt, Xander Marritt
Creative Direction: Jack Grafton
Technical Direction: Jonas Otto
Production: Kerem Demirayak, Xavier Boivin
UI/UX Design: Betty Lu, Ray Chong
AI Development: Casper Wortmann, Thomas Groenewegen
Development: Bruno Imbrizi, Andrew Nelson, Ezekiel Aquino, Andy Duboc
Motion Design: Max Palmer
3D Design: Sam Care, Max DXMIQ