A hit single co-written by a supercomputer

IBM / ALEX DA KID X WATSON

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

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