IBM: The Scientist and the Play! Machine

Real-life mad scientist, game chip guru and IBM Fellow John Cohn explores New York’s Lower East Side in search of the playfully innovative. He finds it in the form of the IBMblr Play Machine—an artful mash-up of gears, lasers, hand tools, popcorn and IBM Internet of Things technology. It’s a physical representation of innovation through “play,” and a super fun way to measure Tumblr sentiment for the whole world to see—LIVE on camera.

:: Cannes Lions / IBM Research / Play! / Cyber / Web Campaign / Corporate Image & Communication / Bronze
:: Cannes Lions / IBM Research / Play! / Cyber / Social / Influencer/Celebrity/ Shortlist
:: Clio Awards / IBM Research / Play! / Branded Entertainment – Event/Experiential / Bronze
:: One Show / IBMblr / Social: Page By A Brand / Merit

Client: IBM
Agency: Ogilvy & Mather
Creative Director and copywriter: Sam Mazur
Direction, cinematography and editing by Geoff Levy


The film was part of the IBMblr PLAY! campaign, which went one to win Cannes Bronze Lion in Cyber.

Some additional play work!

lemon rocket umbrella
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