IBM: THINK

Innovation in the creation of corporeal elements

The challenge

At a time when the world was changing, the need for new ideas and new perspectives was the driving force behind this collaborative project. IBM, together with the Espadaysantacruz studio, understood perfectly that this was the right thing to do and commissioned us to produce a unique corporeal element based on the brand’s slogan: ‘THINK’. Shaping the letters to create a physical badge to accompany an unprecedented audiovisual production was a real challenge.

In order to create a sensation where you don’t know if it’s a real space or a sculptural space, we had to take care of every detail of the surface, folds and interior in large volume. This piece became the centre of the project, giving it continuous movement through a perfectly choreographed set.

The result

Although the idea of producing a large-scale logo seemed like a relatively simple and even everyday job, combining this corporeal element with the set of cameras and lights led us to take extraordinary care with the finishing touches, as every little detail counted.

As a result, we were able to deliver a piece ready for the client to transform into a unique result, where the brand identity was used to expose the idea that it is impossible to fully understand a word without seeing it from multiple perspectives simultaneously.

Introduction

Innovation first…

Bringing the letters THINK to life was born as an innovative, collaborative digital experience that embodies the technological breakthroughs transforming the world. A perfect space in which to record the launch video for IBM’s THINK conference.

This production, conceived as a constantly evolving conversation, reflects the imperative need for new ideas in a constantly changing environment.

The basis was a design that fulfilled two objectives: first, to be a starting point for the different scenarios to be shown, and second, to generate a visual language for the project. IBM thus revolutionised the way it communicated its brand identity and showed its slogan in a very powerful way.

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Source: Espadaysantacruz studio

The development

The dynamism of a large-volume logo

To capture that dynamism, the agency designed a unique sculpture inspired by IBM’s typography, a lacquered wooden structure that not only serves as a focal point in the audiovisual production scenarios, but also defines the visual language of the entire project.

The camera guides the viewer through architectural spaces that configure the THINK letters, underlining the continuous movement and evolution of the talking points proposed in this visionary event.

In this project, we were responsible for producing a piece that would create a striking visual experience, culminating in the unveiling of the THINK logo. The walkthrough explores every detail of the space, gradually incorporating architectural elements that, through a carefully choreographed visual composition, reveal the logo from five different perspectives.

This experience was materialised through the production of a large-format logo, a corporeal element characterised by its large volume and precision in every detail. Each piece that made up the logo was produced individually, ensuring that, when assembled, a coherent composition was achieved, visually powerful, but above all without imperfections.

“A production that needed a special staging”

For XXL production, we used high quality materials such as plywood and white lacquered wood, selected for their durability and ability to achieve the desired finish. A process that involved our carpentry, painting and finishing departments, guaranteeing perfection in the final result.

One of the most significant challenges was ensuring that every corner of the piece was perfectly smooth, a prerequisite for the logo to be recorded from any angle. Meticulous attention to detail made it possible to overcome this challenge, achieving a final product that not only meets expectations, but also redefines production standards in large-scale audiovisual projects.

Keys to flawless production

01

Challenging perspective

In a global context of constant change, IBM, together with the Espadaysantacruz studio, took on the challenge of challenging the viewer’s perception by merging the real and the sculptural. And so we ensured that we achieved a perfect finish so that the sculpture was seamlessly integrated into the audiovisual production of the event.

02

Visual experience

The success of the project lay in the combination of an impeccable physical design with sophisticated camera and light management, which allowed us to create a unique and immersive visual experience. THINK was consolidated as an event in constant evolution, materialising technological advances, demonstrating IBM’s ability to lead in a changing environment.

03

Redefining standards

The production of the sculpture required the collaboration of several specialised departments. With a focus on technical perfection, the sculpture not only fulfilled its role as the centrepiece of the event, but also redefined production standards for large-scale projects.

“A collaborative project in which every detail was essential”

The outcome

Excellence behind the camera

The result gave attendees at IBM’s Think conference an approach that transcends the visual, reflecting the core values of disruption, innovation and reflection that characterise the brand.

This project would not have been possible without a meticulous production where each piece made up an impeccable logo. We were a fundamental part of what goes on behind the scenes, as this work needed an unbeatable mise-en-scène.

Image source: Espadaysantacruz studio

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