IBM
Northpole
Defining the visual signature for the next era of computing
Launching the NorthPole AIU chip globally required a visual language matching IBM Research’s ambition. To improve perception of their incredibly efficient hardware, we designed a conceptual journey which takes viewers from the expansive scale of the data centre directly into the heart of the processor’s core.
MATERIAL ACCURACY High-fidelity textures mirroring physical material choices and manufacturing processes
MODULAR SEQUENCING Orthographic and isometric camera choreography
Embracing Map Project Office’s minimalist design principles, our motion system strips the visual environment back to shadow interplay and controlled overexposure. By mapping high-fidelity textures from real-world prototypes onto modular sequences, the camera choreography moves between orthographic and isometric angles to express the hardware’s precision and power.
CINEMATIC ASSETS Scalable films and key visuals for global launch campaign
This sequence engages viewers and promotes deep product comprehension in an unexpected way. The launch film shows complex engineering in a simple, modern style, helping IBM stand out in the AI hardware space.
RESEARCH STUDIES Explorations into shadow dynamics, overexposure and light to create immersive shot transitions
