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IBM collects tennis match data at the US Open and provides real-time stats to the audience. They asked Ogilvy to innovate with the data and show off the scope, speed and strength of their platform to Millennial sports fans.
Inspired by the rhythm of a tennis match, the IBM team came up with the idea to turn the tennis data into music.
And we partnered with James Murphy of LCD Soundsystem to pull it off.
The lead CD, Lauren Costa, went on maternity leave shortly after she sold through the idea, and I filled in for her through production and launch.
We made lots of content, like the videos below. I conducted interviews, created scripts, sat with editors and figured out how to turn all our footage into a cohesive, character-driven story that seemed less IBM and more MTV.
James made a remix album of his favorite tracks, which you can hear here.
Pitchfork reviewed it and gave it a 6.9 (or, as I like to think of it, a 7.) The NY Times wrote about it too, and we were featured on Google Creative Sandbox.
And when Rolling Stone quoted one of my track descriptions in their article about our project, I snorted coffee out of my nose.
AWARDS & PRESS
🏆 One Show Silver Pencil – Interactive Sound Design
🏆 One Show Bronze Pencil – Motion Graphics
🏆 D&AD Graphite Pencil – Digital Design
🏆 D&AD Graphite Pencil – Digital Brand Expression
🏆 Webby Fifty
🏆 3 Webby honoree distinctions
🏆 3 Webby Nominations
Google Creative Sandbox Featured Campaign
FWA Site of the Day
FWA Cutting Edge Project of the Week
Pitchfork, “James Murphy and IBM Transforming U.S. Open Tennis Data Into 400 Hours of Music”
Rolling Stone, “Hear James Murphy’s US Open Remixes”
Gizmodo, “LCD Soundsystem's James Murphy Is Making Music Out of Tennis”
Vice, “James Murphy Made a New Song with Tennis Data”
Billboard, “LCD Soundsystem's James Murphy Making Music From U.S. Open Data”
Fast Company, “The Algorithm That Lets James Murphy Turn Tennis Matches Into Music”
Ad Age Creativity Editor’s Pick
THE US OPEN SESSIONS
IBM · Ogilvy NY
Senior Copywriter
Shannon Murphy
Associate Creative Directors
Mike Lomanto, Denise Zurilgen & Lauren Costa
Design Team
Nicholas Rezabek, Sue Murphy, Ramona Tadoca, Okan Usta, Chris Reardon
Executive Creative Directors
Mike Hahn & Ryan Blank
Chief Creative Officer
Steve Simpson
Head of Account
Jeremy Kuhn
Head of Production
Lee Weiss
Production Company
Tool of North America
Lead Developer
Patrick Gunderson
Editorial
Friendshop
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