IBM / Alex Da Kid x Watson
A hit single co-written by a supercomputer
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.
TV Spot
Documentary
Results
#1
#1
Global Viral Top 50, Spotify
#6
#6
Billboard chart
Billboard chart
26K
26K
Songs analyzed by Watson
Credits
Credits
Role: Concept and Creative Direction in partnership with Dave Yankelewitz
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
Role: Concept and Creative Direction in partnership with Dave Yankelewitz
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
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
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