Think City was originally planned as a large-scale physical activation to debut at IBM’s Think 2020 flagship conference, but evolved into a digital-first experience as lockdowns started. The experience immerses attendees in a series of 3D industry environments: Smarter Port, Smarter Factory, Smarter Response and Smarter Living, which narrate and visualize how IBM is transforming industries every day.

3D Demo Video

Design

The main visuals were 3D environments with specific camera movements highlighting aspects where IBM technology is used for specific tasks. Furthering the highlights we incorporated tracked data visualizations that aided in the storytelling and pushed the narrative forward while being informative to the viewer.

Since the main visuals were our 3D environments we wanted the UI to be minimal and not get in the way of our storytelling and only become visible when needed.

Initial Design Direction

Final 3D Direction

Mobile Design

The mobile component of this experience was unique and allowed the user to control parts of the story. Once the user synced their mobile device to the experience as storys played out we would intermittently pause the video on the computer and pose a mini challenge or game to the user. The game's content and objective was all based on that particular video's storyline. Once the user successfully completed the game / puzzle the story would continue.

Role

Creative Direction

Art Direction

Design

3D Modeling & Texture

Tools & Resources

Sketch

Photoshop

Cinema 4D

Redshift

After Effects

Client/Agency

Spinifex Group

Project Date

2020