Today isn't a restart, it's a re-think

As a leader in the tech industry, IBM wanted to launch a Covid-19-centered campaign that would offer insight and hope. From the AI that assists teachers with remote learning, to vital supply chains that rely on the IBM cloud, to data security against cyberattacks - we knew the scope of the series needed to be as big as the technology that’s helping in the fight against Covid.

We worked with Ogilvy to develop 7 broadcast spots and a two-minute film centered on key sectors that IBM was helping to transform - topics in the series included: “Answers Today,” “Business Today,” “Supply Chains Today,” “Employees Today,” and “Security Today.” We knew we would be able to tap into our trademark global network of creatives to power the series’ docu-style aesthetic. In our “reverse casting” process, we supplied our DPs with a comprehensive shot list. They then communicated what and who they had access to within their own bubbles of family and friends. We knew this would not only ensure a safe and speedy production process - but it would also feel natural and authentic. We ultimately remotely produced 13 shoots across the globe, including in Argentina, Japan, Taiwan, India, the U.K., and the United States, all with a lightning-fast turnaround of 24-48 hours on each shoot. We also solicited and licensed user-generated content to build out a robust, slice-of-life look and feel. While we know our vast network is capable of magic, their speed and agility at a very challenging moment proves that it truly takes a global village to raise a project to its fullest potential.