IBM Cloud: Shapes
It seemed like overnight that businesses migrated to the cloud. That same night, business leaders were trying to figure out what “migrating to the cloud” meant.
IBM needed a way to inform to their audience what set their cloud apart, in a new hazy product category.
We created a fun, graphic campaign turning a complex technology into a collection of striking visual metaphors. Each iteration of the cloud shape represented a single benefit of the IBM Cloud.
Each Cloud Shape was unique, but was always punctuated with IBM Watson’s “think rays” as a familiar branding thread.
:15 TVCs
The graphic nature of the Cloud Shapes also became effective OOH, print, display ads and social posts.
IBM Cloud Shapes Collection
OOH & Print
OOH Transit Poster
OOH Vertical Banner
Economist Magazine Print
My partner and I worked closely with strategists to condense the benefits to be simple, clear and meaningful. After concepting the most effective metaphors, we collaborated with the team at Psyop to refine the visuals and bring them to life. We developed print, display, social, and OOH executions for the campaign, including brand guidelines.
Media
TV, Print (Magazine & Newspaper), OOH, Display, Social
Credits
Senior CW: Greg Kissler (partner)
ECD: Dustin Duke & John Wagner
CD: Alvaro Masa & Anne West
VFX: Marco Spier & Dan Gregoras, Psyop
Producers: Ashley Holmes & Joe Maire