Technology empowers and surrounds us. But there are those who use it to it’s fullest potential, and those who simply let it carry them by.
In this spot from IBM, we tried to capture the unflagging spirit of the innovators and creators who take resistance, and turn it into triumph. Drawing on orchestral music for a grounded human feel, and modern electronica/cinematic styles for a modern approach, we created the driving anthem that underlines this manic yet devoted spot.
It was a blast working with our pals over at Tool on this one, and can’t wait for our next impossible challenge.