IBM Smarter Planet- “Data Baby”- (2010) :30

Creative production studio Motion Theory applies generative art techniques into a new TV commercial for IBM via ad agency Ogilvy & Mather/New York. Directed by Motion Theory’s Mathew Cullen, the :30 spot “Data Baby” is part of IBM’s “Smarter Planet” campaign and incorporates data-driven design derived from a newborn’s vital signs to convey that IBM’s technologies help analyze data to build smarter hospitals. “Data Baby” broke on network television on March 14.

IBM “Smarter Planet”
Title: “Data Baby”
Length: 30 seconds
Air date: 3.11.10 cable
3.14.10 network

AGENCY
Agency: Ogilvy & Mather/NY
Executive Producer: Lee Weiss
Associate Producer: Rich Fiset
Sr. Partner/Worldwide ECD: Susan Westre
Sr. Partner/ECD: Tom Godici, Greg Ketchum
Creative Director: Rob Jamieson, Chris Van Oosterhout

PRODUCTION
Production Company: Motion Theory
Director: Mathew Cullen
Executive Producer: Javier Jimenez
Line Producer: John Marx
Director of Photography: Guillermo Navarro

POST PRODUCTION
VFX Company: Motion Theory
Creative Directors: Kaan Atilla, Mathew Cullen
Producer: Patrick Nugent
VFX Supervisor: John Fragomeni
Art Director: Angela Zhu
Design Leads: Paul B. Kim, Satomi Nagata
Designers: Heidi Berg, Leanne Dare, Kenneth Lee
Onset FX Supervisor: Sean Looper, Trevor Tuttle
3D/Nuke FX Lead: Marion Spates
3D/Lighting Lead: Trevor Tuttle
Pre-visualization: Trevor Tuttle
3D Artists/Animators: Brandon Lester, Gil Hacco, Casey Hupke, John Robson
Matchmover: Joe Cullen
Comp Lead: Danny Koenig
Compositors: Andrew Ashton, Chris Riehl, Daniel Raschko, John Stanch, Dorian West
Code Artist Supervisor: Keith Pasko
Lead Code Artist: Josh Nimoy
Code Artists: CJ Cenizal, Ekene Ijeoma, Jeremy Rotsztain
Finishing: Danny Yoon
Rotoscope Artists: Megan Gaffney, Gil Hacco, Rob Liscombe, Eva Snyder
Production Manager/HR Director: Tina Van Delden
Production Coordinator: Paul Pianezza
Production Assistant: Sarah Smith
Medical Consultant: Kathlynn Michelle Dominguez, MD, MPH

EDITORIAL
Editorial Company: String
Editor: Jeff Consiglio
Assistant Editors: Jeff Aquino

SOUND DESIGN + MUSIC
Sound Design Company: Sound Lounge
V/O: Forest Whitaker
Music track: “Boatfriends” by Black Moth Super Rainbow
Executive Music Producer: Karl Westman