RoleS and responsibilities

Brand

IBM

Brand

IBM

Brand

IBM

Client

Ogilvy NYC

Client

Ogilvy NYC

Client

Ogilvy NYC

Role

Creative Director

Role

Creative Director

Role

Creative Director

Concepted and pitched the winning campaign idea to help IBM launch its manufacturing technology. Acted as both the creative lead managing design and animation as well as an individual contributor designing assets.

Team

Copywriter

Hope Singsen

Copywriter

Hope Singsen

Copywriter

Hope Singsen

Project Manager

Erica Rehbock

Project Manager

Erica Rehbock

Project Manager

Erica Rehbock

Development

Joe Laquinte

Development

Joe Laquinte

Development

Joe Laquinte

3D Production

Roof

3D Production

Roof

3D Production

Roof

The Model Factory

Launching IBM into the manufacturing vertical

Gamify the experience

To streamline the process for both creative and development I designed the site off an isometric grid was was consistent, fun and easily modified just-in-case.

The process

After my idea was selected by the client, we had roughly 3 months to concept and build The Model Factory.

Understand the reality

We researched every aspect of a shoe-making factory to ensure accuracy as well as capturing the human-machine relationships. We we told that machines replacing humans was a sensitive topic we should be considerate of.

Crafting the story

We created a choose-your own adventure story which would allow users take a smart factory for a spin. Potential outcomes are dictated by the user's decisions but they are provided insights and data as they go along.

Involve stakeholders

To streamline the process for both creative and development I designed the site off an isometric grid was was consistent, fun and easily modified just-in-case.

Designing the UI

I worked closely with the head of IBM design to come up with a UI aesthetic that would functionaly work in the experience but also abide by IBM design guidelines.

Mission accomplished

In 3 short months we created an experiential website from 0-1 including a companion ad campaign. Both initiatives led to sucess for Ogilvy NYC and IBM Industries.

Winner of an Effie award

The model factory ended up winning IBM and Ogilvy NYC an Effie award

Results

The Model Factory surpassed expectations and brought in an astounding 22x of the revenue goal in the first year.

22x ROMI

IBM's experiential gamble paid dividends beyond expectations, netting 22x the projected ROI.

3x CTR

The accompanying advertising campaign (using creative from the experience) tripled IBM's benchmark for ad creative.

Brooklyn, NY