The emotional side of AI-driven diabetes care
Role: Associate Creative Director (Art), Designer
Despite being one of the largest technology and business services brands, IBM struggled for relevance in the marketplace.
To set it apart from the competition, we created a new kind of business case study that highlighted the human and emotional impact of its innovative partnerships, throwing out the typical capabilities and tech spec clichés of client reference films.
In this case, IBM wanted to highlight the solutions it was developing with Medtronic for diabetes patients. As we collaborated with both partners to find amazing patient stories, this one—about Philip, a diabetic chef—rose to the top.
One partnership, three stories
With no paid media budget and a need to contextualize Philip’s story within broader marketing efforts by IBM, we identified Medium.com as the most impactful platform for our story.
To show the how the IBM and Medtronic partnership was coming to life in more than just one way, we found two additional patient stories to tell alongside Philip’s. Our production budget didn’t allow for 3 films, so we took a more editorial approach, pairing emotional photo essays with data-driven storytelling.
Bringing the stories to key events
IBM then asked us to bring these stories to key industry events like World of Watson. We designed a series of portable, yet dramatic, plinths that could easily scale to events large and small. Attendees could experience the stories of Philip, Elisa, and Eddie as they walk past a series of narrative plinths, culminating in the screening of Philip’s film at the center.
Collaborators
Adam Lau, Group Creative Director
Gage Heyburn, Senior Account Manager
Alexandra McGuinness, Producer
Shane O’Brien, Copywriter
Charlie Mysak, Director
Jai Shukla, Editor
Nomad, Production