Background

We were commissioned to bring to life the graphic identity of the event THINK by creating a unique and memorable visual piece.

THINK is the digital event experience where advances in world-changing technologies become real, through real-world case studies, technical exploration, community engagement and visionary thought leadership. You’ll learn how you and your company can positively impact the world through technology like hybrid cloud and artificial intelligence.

We worked together with the New York based agency Special Guest, Bob Partington, Beau Borrrows and Marc Hartzman to create a concept that reflected the singularity of the event.

Concept

It’s impossible to see the entire word without looking at it from multiple perspectives at the same time. THINK is an ever-evolving conversation for a simple reason: thinking never stops. Our world is always changing and driving a need for new ideas and new perspectives. This approach will visualize continuous movement through a choreographed set that evokes the conversation themes primed to evolve at THINK.

Idea

We designed a unique sculpture from IBM's letterform. A physical woodmark that generates a tangible space. Our camera takes the viewer on a journey through an architectural spaces forming the five sets, each creating a letter in THINK.

The design would have a double function, first as a departing point for the event scenarios and second to generate all the visual language for the whole conference.

These two images correspond to the final photography compositions (real photos, no renders!)

Final photographies (real photos, no renders!)

How it was made:

A project like this needed a unique staging. We wanted to create the feeling that we did not know if we were in a real space or a sculptural space. Creating a visual tension between dimensions and perception.

The journey begins with details of the space, showing more and more architectural elements to end by finally revealing the THINK logo through the visual game of the composition of 5 different points of view.

During the journey the light and movement are perfectly choreographed, generating the feeling of not knowing if we are in the real world or in CGI.

To generate such a precise visual choreography we used a Bolt motion controlled amera and the lights synchronised were with two Kuka industrial robots that moved the lights.

Behind the scenes:

At espadaysantacruz studio we consider each project as something integral in which all the parts are part of a whole ... we take into account every singe detail. So the end result is not just a stunning visual piece, but a manifestation of the values ​​of IBM and its conference. The behind the scenes carries its own message of disruption, innovation and thoughtfulness.

BTS pic selection