Ogilvy & Mather Celebrates ‘Watson at Work’ for IBM

By Erik Oster 

Ogilvy & Mather recently launched a new integrated campaign for IBM entitled “Watson at Work.”

The effort shows how Watson helps with everything from “Engineering,” “Energy” and “Security” to “Wine,” “Basketball” and “Golf.” Watson still has a thing to learn about when to keep quiet, though, if “Golf” and “Insurance” are any indication.

The newest spot in the campaign, “The Whisperer” makes its broadcast debut today during coverage of the PGA’s Masters Tournament. It shows how Watson helps aviation mechanics identify potential problems, even if the program is less helpful with the coffee maker.

The wide-ranging campaign shows the wide array of applications for IBM’s artificial intelligence, some of which are more expected than others. It may not surprise you, for, example, that the program’s analysis can help with engineering or security initiatives, but its ability to analyze satellite data to determine irrigation practices is a bit less expected.

Creative Agency – Ogilvy & Mather
Lou Aversano – CEO Ogilvy USA
Steve Simpson – CCO North America
Liam Parker – Managing Director
Eva Augustyn – Group Planning Director
Jeff Curry – Executive Creative Director
George Tannenbaum – Executive Creative Director
Jeremy Kuhn – Executive Group Director
Steve Ford – Executive Producer
Karl Westman – Director of Music
Joanna Starling – Music Producer
Rich Wallace – Creative Director
Niels West – Creative Director
Joe Maire – Senior Producer
Sarah Pascale – Senior Producer
Soohan Han – Account Director
Nika Gokhman – Senior Planner
Dennis Kung – Senior Art Director
Greg Kissler – Senior Copywriter
Stephanie Cajucom – Senior Copywriter
Simon Woodham – Senior Art Director
Emilia Pittelli – Account Supervisor
Marisa Moody – Planner
Mina Mukherjee – Assistant Account Executive
Caity Briggs – Associate

Joe Pytka, Director
Gretchen Siss, Executive Producer

Friendshop, Editorial
Melissa Mapes – Managing Director/EP
Laura Shackleford – Producer
Ben Suenaga – Editor
Joe Kell – Editor
Daniel Clark – Motion Designer
Alex Pirrone – Assistant Editor
Kelly Wessel – Assistant Editor

The MILL / color grade
Sr. Producer – Natalie Westerfield
Associate Producer – Evan Bauer
Colorist – Mikey Rossiter, Josh Bohoskey
Color Assist – Nate Seymour, Zack Wilpon, Daniel Moisoff

Heard City / audio
Sasha Awn, Executive Producer
Audio Mix: Jeremy Siegel, Keith Reynaud, Eric Warzecha, Dan Flosdorf
Sound Design: Keith Reynaud

MPC / post production
Dan Sormani, Executive Producer
Nick Haynes Executive Producer
Elissa Norman, Senior Producer
Barry Gilbert, Senior Producer
Joaqui Lopez, Producer
Neela Kumuda, Producer

Ashley Bernes, VFX Supervisor
Brandon Thomas VFX Supervisor

Vadim Turchin, 3D Lead
3D Team:
Jemmy Molero
Francisco Fraga
Mike Little

Matt Tremaglio, 2D Lead

2D Team:
Marcus Wood
Alex Harding
Ruairi Twohig
Rob Walker
Giulia Bartra
Bilali Mack
Joey Deady
Steve Koenig
Mazyar Sharifian
John Shafto
Praveenkumar Samiraj
Sangeetha M
Karthi G
Kishan Katrimal
Srikanth Salla
R Vignesh
Joslin Job Mathew
Likin Ganpathy
Mohanakrishnan C
Muruganatham T

Anthony Ricciardi: AE Lead

360 – Video Partner Credits:

Production Company: Mill +
Director: Tom Basis (N.Y.) / Paul Mitchell (L.A.)
Executive Producer: Zu Al-Kadiri Producer: Tia Perkins
Director of Photography: Michael Girandola
Additional: Head of Content US – Ian Bearce
Additional: Australia VFX Supervisor- Matthew Hermans

Editorial: The Mill
Editor: Matthew Campbell + Rachel Greco (NY) / Jason Webb (LA)

VFX & Design – NY: The Mill
Executive Producer: Chris Kiser / Jeremy Moore Senior Producer: Eliana Carranza-Pitcher
Producer: Tabitha Ozturk Production Coordinator:Ashley Goodwin
Creative Director: Tom Basis 2D Lead: Lee Towndrow 3D Lead: Olivier Varteressian
2D Artists: Ryan Quinlan, Vi Nguyen, Nick Tanner, Molly Intersimone, Heather Kennedy, Alex Dreiblatt, Antoine Douadi 3D Artists: Emily Meger
Lead Senior Designer: Pierce Gibson Lead Animator: Thomas Heckel
Animation: Mikhael Vilegas, Benge Li, Vivian Kim, Bobby Ushiro, Bobby Nichols.

VFX & Design – LA: The Mill
Head of Production: Elizabeth Newman Executive Producer: Luke Colson
Senior Producer: Theresa Marth Post Producer: Brittany Gauran
Production Coordinator: Chaz Pizani
2D Lead Artist: Patrick Heinen 2D Artists: Greg Vanzyl, Tim Crabtree, Tom Van Dop

Colour: The Mill
Executive Producer, Colour: Dee Allen
Colour Producer: Natalie Westerfield
Colour Coordinator: Evan Bauer
Colourist: Mikey Rossiter
Colour Assist: Elias Nousiopoulos / Daniel Moisoff