| IBM at the GRAMMYs |
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Sports & Entertainment Partnership |
The Recording Academy is using the AI of watsonx to transform the digital experience for members and music fans.
Our project seamlessly integrates data and partnership, transforming spreadsheets into inspiring visuals that captivate and engage. It strikes a balance between the logical precision of data and the human connection and tangible tactility inherent in IBM’s partnership with the GRAMMYs.
We see data.
Drawing inspiration from the GRAMMYs main stage, the project infuses the essence of performance, drama, glamor, and excitement into data. Through meticulously choreographed light, pattern, and motion inspired by sound, the visuals evoke the feeling of graphic representations of unheard music when viewed from a distance, and richly patterned data when seen up close. This innovative approach transforms data into an immersive visual experience, highlighting the synergy between logic and creativity.
What if... The stage — a set, really — is derived from a 2x Grid that’s foundational to IBM’s design language? 8 panels that can move forwards and backwards in space, atop a subtly reflective stage surface?
And the lighting arrays — made up of glassy, physical bulb — are fed concentric circle patterns and relationships.
Ben Langsfeld
Group creative director Jon Gorman
Executive producer Kitty Dillard
Creative directorsJon Gorman, Stevie Watkins
Art DirectorsGuillermo Zapiola
Producer Alexi Yeldezian
Production CoordinatorJacklyn Reid Hemmings
StrategistTina Surelia
3D DesignAlex Kiesling
Duncan DeMichiel
Hannah Sun
Jesseter Wang
Michael Russo
Nachei Sanchez
Simon Ronnerdang
Taylor James
Victoria Kociman
Will Burkart
3D Animation & LightingDuncan DeMichiel
Guillermo Zapiola
Hannah Sun
Jacky Jackson
Jesseter Wang
Michael Russo
Taylor James
Will Burkart