A Smarter Business Engine

Agency Network: 
March 2020


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.

Film advertisement created by GPJ, United States for IBM, within the category: Electronics, Technology.

Advertising Agency: GPJ
VP Executive Creative Director: Marcos Ribeiro
Senior Account Director Project Lead: Amy Knowles
Creative Director: Pete Williams
Creative Director: Dan Tucker
Senior Strategist Experience Design: Jessica Turek
Senior Producer: David Trainor
VP Executive Creative Director: Chris Goveia
Senior Art Director: Amir Sjenarevic
Senior Event Manager: Devin Colon
Senior Manager, Event Production: Joshua Paker
Production Company: 1stAveMachine
Director: Bob Partington
Executive Producer: Peter Repplier
Executive Producer: Garrett Fennelly
Producer: B Gosse
Fabricator/Engineer/Owner: John Merritt / Merritt Productions
VP Global Conferences and Events: Colleen Bisconti / IBM
Program Director: Dee Hall
Creative Director & Design Principal: Matthew Calkins
Director Positioning and Event Marketing: Madelyn Varella
Portfolio Marketing: Pierre Coyne
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