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IBM // Watson + Alex Da Kid

 

IBM // Watson + Alex Da Kid

IBM's Watson usually does big data boring stuff. We used it to help Grammy-winning producer Alex Da Kid write a hit song. To inspire Alex, Watson analyzed music to find insights in lyrics and tempo, and read a bunch of news and social media to find cultural themes likely to resonate with a wide audience. The result of the collaboration was "Not Easy", featuring X Ambassadors, Whiz Kalifa, and Elle King, which hit #6 on Billboard.

THE MUSIC VIDEO

THE TV SPOT

THE DOCUMENTARY

 

PRESS
GQ, Forbes, Billboard, Fader, TechCrunch, Engadget, Mashable, Fast Company, The Irish Times, Business Insider, Yahoo

AWARDS
Cannes Lions Bronze (Digital Craft), The One Show Bronze (Custom Content),
4As Partner Award

ROLE
Concept and Creative Direction
 in partnership with Dave Yankelewitz

CREDITS
CCO: 
Teddy Lynn, ECD: Jeff Curry, Creative Directors: Viktor Jacobsson and Jens Sjobergh, Copywriter: Tyler Carrington, Art Director: Chad O'Connell, Designer: Alvaro Masa, Producers: Sarah Pascale, Mungo Maclagan, Steve Ford, Kari Masi