IBM
NorthPole
Our launch film for IBM Research showcases the new AIU NorthPole chip and Map Project Office’s minimalist server units. Designed as a series of modular sequences, the film goes on an insightful journey from the data centre to the heart of the unit, revealing the cutting-edge chip within.
Decisions on the colour, material, finish and form were critical to the design process. By integrating real-world material samples and prototypes, we developed a digital version of the chip, cards and server units that mirrored the manufacturing process.
Incorporating the product’s design elements, we seamlessly transitioned between orthographic and isometric camera angles, emphasising precision, power and sophisticated industrial design principles.
During our research and development phase, we explored how shadow dynamics and overexposure can enhance user perception and experience. Using light to create an immersive transition between product elements.
