IBM: A Smarter Business Engine


Media Type:

Film Film







How to explain digital transformation with plastic balls. Charles and Ray Eames’ design philosophy was all about embracing playfulness. Whether they were designing furniture, toys, or iconic exhibits such as 1961’s Mathematica – a partnership with IBM. Inspired by the Eameses early work with IBM, the experiential agency GPJ partnered with production company 1stAveMachine to create a 10-foot tall, interactive, fully-analog machine. The installation uses playful metaphors to show how IBM’s products and solutions can help businesses overcome their struggles with digital transformation. The behavior of the plastic balls as they travel through the tracks and mechanisms of the machine helps to visualize the key steps to a more modern organization. In essence, proving the power of design to make the complex, simple. Currently touring the US and appearing at large industry events such as CES, this self-perpetuating machine is also accompanied by voice-over narration that syncs with each of the 8 “teachable moments," reinforcing IBM’s point of view.


Advertising Agency:


VP Executive Creative Directors:

Marcos Ribeiro, Chris Goveia

Senior Account Director Project Lead:

Amy Knowles

Creative Director:

Pete Williams, Dan Tucker

Senior Strategist Experience Design:

Jessica Turek

Senior Producer:

David Trainor

Senior Art Director:

Amir Sjenarevic

Senior Event Manager:

Devin Colon

Senior Manager, Event Production:

Joshua Paker

Production Company:



Bob Partington

Executive Producers:

Peter Repplier, Garrett Fennelly


B Gosse

Fabricator / Engineer / Owner:

John Merritt, Merritt Productions


March, 2020

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