Universal Everything
IBM & Athletics New York

IBM Watson

New York
Personifying artificial intelligence

Watson_final_v from Universal Everything on Vimeo.

Working with creative partners IBM Brand Experience & Design and Athletics New York, Universal Everything reimagined the moving identity of Watson: IBM’s face of cognitive computing.

To bring IBM’s iconic AI avatar to life, Universal Everything played with the core theme of ‘Watson illuminates’ – developing and exploring the world of Watson in its animated identity design. The studio explored what Watson is made of, his behaviour, personality and how he affects the world in which he lives.

The animated identity design was revealed in Las Vegas at the World of Watson 2016 keynote address by Ginni Rometty, the CEO of the technology giant IBM.


Creative Directors: Matt Pyke, Mike Hughes, Sam Renwick
Animation Director: Matt Frodsham
Executive Producer: Norra Abdul Rahim
Senior Producer: Greg Povey

Commissioned by IBM and Athletics New York

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