To launch IBM Cloud, we created an entire TV, OOH, print and social campaign made of dozens of clouds made of other things shaped like clouds. Each Cloud Shape metaphorically pays off a feature of IBM Cloud (speed, security, visibility, etc.). Beehive—which illustrates an obscure feature that allows you to leave your data on your on-premise servers but use IBM Cloud’s AI to uncover insights in that data—is the most popular (and maybe the weirdest) shape. We also created Cloud Shapes for specific audiences: Tennis Racket played at and during the 2018 U.S. Open; Monument was part of a targeted campaign in Washington, D.C.

To launch IBM Cloud, we created an entire TV, OOH, print and social campaign made of dozens of clouds made of other things shaped like clouds. Each Cloud Shape metaphorically pays off a feature of IBM Cloud (speed, security, visibility, etc.). Beehive—which illustrates an obscure feature that allows you to leave your data on your on-premise servers but use IBM Cloud’s AI to uncover insights in that data—is the most popular (and maybe the weirdest) shape. We also created Cloud Shapes for specific audiences: Tennis Racket played at and during the 2018 U.S. Open; Monument was part of a targeted campaign in Washington, D.C.

To launch IBM Cloud, we created an entire TV, OOH, print and social campaign made of dozens of clouds made of other things shaped like clouds. Each Cloud Shape metaphorically pays off a feature of IBM Cloud (speed, security, visibility, etc.). Beehive—which illustrates an obscure feature that allows you to leave your data on your on-premise servers but use IBM Cloud’s AI to uncover insights in that data—is the most popular (and maybe the weirdest) shape. We also created Cloud Shapes for specific audiences: Tennis Racket played at and during the 2018 U.S. Open; Monument was part of a targeted campaign in Washington, D.C.

To launch IBM Cloud, we created an entire TV, OOH, print and social campaign made of dozens of clouds made of other things shaped like clouds. Each Cloud Shape metaphorically pays off a feature of IBM Cloud (speed, security, visibility, etc.). Beehive—which illustrates an obscure feature that allows you to leave your data on your on-premise servers but use IBM Cloud’s AI to uncover insights in that data—is the most popular (and maybe the weirdest) shape. We also created Cloud Shapes for specific audiences: Tennis Racket played at and during the 2018 U.S. Open; Monument was part of a targeted campaign in Washington, D.C.

To launch IBM Cloud, we created an entire TV, OOH, print and social campaign made of dozens of clouds made of other things shaped like clouds. Each Cloud Shape metaphorically pays off a feature of IBM Cloud (speed, security, visibility, etc.). Beehive—which illustrates an obscure feature that allows you to leave your data on your on-premise servers but use IBM Cloud’s AI to uncover insights in that data—is the most popular (and maybe the weirdest) shape. We also created Cloud Shapes for specific audiences: Tennis Racket played at and during the 2018 U.S. Open; Monument was part of a targeted campaign in Washington, D.C.

Client: IBM

Creative Direction: Dustin Duke and Jon Wagner

Art Direction: Marianna von Fedak

Film, print, OOH, social, digital

Client: IBM

Creative Direction: Dustin Duke and Jon Wagner

Art Direction: Marianna von Fedak

Film, print, OOH, social, digital

Client: IBM

Creative Direction:

Dustin Duke and Jon Wagner

Art Direction: Marianna von Fedak

Film, print, OOH, social, digital

Client: IBM

Creative Direction:

Dustin Duke and Jon Wagner

Art Direction: Marianna von Fedak

Film, print, OOH, social, digital

Client: IBM

Creative Direction:

Dustin Duke and Jon Wagner

Art Direction: Marianna von Fedak

Film, print, OOH, social, digital