The US Open Sessions

IBM and the US Open have been working together for decades, curious as to what they were doing? Well that was our brief, to demonstrate to the power of the IBM Cloud. We created the U.S. Open Sessions—an experimental project that turned tennis data collected via the IBM Cloud into real-time music. Yep. At Ogilvy NY we worked with James Murphy (the prolific producer and LCD Soundsystem frontman) to get the sounds and the stellar production agency TOOL to create the algorithm.  

The project involved a bucket-full of elements such as an interactive website where fans, users et all could listen to the music and watch the matches created in  graphics in real time, campaigns (for Spotify, Soundcloud, Pandora and Google Play), an exhibition space at the US Open, posters, videos and even a music album.

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 Along side each match aka track, we commissioned a series of illustrators from all over the world to create a unique cover for the hundreds of matches (which added up to over 100). How do you stay on brand, off brand?  I found it an interesting challenge, to direct several hundred pieces of artwork by a series of different artist that all felt IBM, but still Felt unique. First off, we contacted a talented bunch of illustrators whom I'd been creeping on for a long time, so I knew they'd be good in a time crunch and have a stunning style. Such as Karan Singh, Skip Hursh, and Will Byrant. I set up the brief, distributed the color palette and wrote the rules—the constraints of our system but the wide open canvas everyone had to play with.

Along side each match aka track, we commissioned a series of illustrators from all over the world to create a unique cover for the hundreds of matches (which added up to over 100). How do you stay on brand, off brand?

I found it an interesting challenge, to direct several hundred pieces of artwork by a series of different artist that all felt IBM, but still Felt unique. First off, we contacted a talented bunch of illustrators whom I'd been creeping on for a long time, so I knew they'd be good in a time crunch and have a stunning style. Such as Karan Singh, Skip Hursh, and Will Byrant. I set up the brief, distributed the color palette and wrote the rules—the constraints of our system but the wide open canvas everyone had to play with.

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