IBM's Watson

IBM Watson Overview

The Face Of Watson

IBM's Watson is a supercomputer able to process and answer questions in natural language. To show off the power of this incredible AI machine, IBM's goal was for Watson to beat the best on Jeopardy!

IBM partnered with Ogilvy New York to develop the avatar for Watson. How could this enormous computer the size of a room compete on a live game show?

We concepted ideas for how Watson would be represented on stage, and how to use data visualization to bring things like his confidence level, his “thinking” state, and what his voice looked like to life. We spoke with dozens of data artists before partnering with Joshua Davis to create the final avatar.

Watson was pitted against Ken Jennings and Brad Rutter on Jeopardy! and won. He also received a gold Cannes Lion and a gold Clio along the way.


Data was a big focus in communicating how IBM was building a Smarter Planet. For the global anthem we partnered with James Frost, the director of Radiohead’s “House of Cards” music video, to shoot this video entirely with LIDAR data.


Banners visualized the IBM YouTube channel’s data in real-time to promote the most popular videos of that moment. We worked with amazing data artist Gwen Vanhee to produce these.


Users could navigate IBM's YouTube channel via the watch statistics data.