To launch IBM’s Cloud offering, we created a campaign featuring dozens of memorable, eye-catching, and sometimes funny “cloud shapes” – each one tells a brief story that metaphorically pays off a feature of IBM Cloud itself (speed, security, flexibility, visibility, etc.).

“Beehive,” which aired late in the campaign run, is about an obscure feature that allows you to leave your data safely on your on-premises servers but then still use IBM Cloud’s AI to uncover insights in that data. Despite this complexity, it was the most popular of all the Cloud Shapes TV spots, and the client’s favorite.

We also created Cloud Shapes for specific audiences and events. To commemorate IBM’s long-running partnership with the U.S. Open, “Tennis Racket” played on TV and during the 2018 U.S. Open, and on screens throughout the stadium. “Monument” was part of a targeted campaign designed to reach technology officials in Washington, D.C.