IBM, Trust what you create

@Ogilvy, 2024

Adobe Firefly is one of the most trusted names in AI generation, but few people know that trust is built on and governed by IBM’s watsonx.

So we took over the Adobe summit, by filling the Vegas sphere with a school fishy goldfish, to teach people about everything that could go wrong with their brand.

Brand_AI for Business_EN_Adobe Trust What You Create Siloed Fish-V1-1080x1080-Animated-NULL-15sec.2024-06-18 11_09_05.gif

Brand_AI for Business_EN_Adobe Trust What You Create Drift Fish-V1-1080x1080-Animated-NULL-15sec.2024-06-21 14_39_08.gif

Brand_AI for Business_EN_Adobe Trust What You Create Unmanaged Fish-V1-1080x1080-Animated-NULL-15sec.2024-06-21 14_41_02.gif

Catch fishy A.i

The Fishy Fish, didn’t just swim in the sphere, they were also fully catchable thanks to Niantic’s Pokemon Go technology, making fantastic souvenirs which summit attendees could take home to their agencies and children.

They also made for fascinating visual aids at keynotes, merch and turned the IBM booth into a freaky fish show all summit long.

CREDS

ECD: Lauren Costa & Denise Zulrigen
GCD: Adrian Chan
Art: Eve Nova, Sonali Ranjit, Nuri Park, Thiago Francisco
Copy: Mark Svarts, Caspian Michalowski, Jeff Scardino,
& Hanako Suzuki
Partners: Mirada, The Sphere & Make Me Pulse

IBM x Adobe, Trust what you create

IBM, Trust what you create

Catch fishy A.i

CREDS