The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Broadcast and Moving Image / Craft Animation
Annual ID
140961D
About the Work
IBM tracks every single stat and piece of data that happens in a US Open tennis match. To bring this data to life for tennis fans, we created real-time :15 second videos on Instagram that went live less than a minute after each set ended, telling the story of a key stat from the set.
To get the animations out in real time, a team of animators, designers, and writers were embedded at the US Open during the tournament. Thanks to an algorithm invented just for Datagrams, the team was able to create a custom animation with a unique combination of animations, colors, and music for every single set. Each was shared to IBM Sports? newly created Instagram feed, as well as the US Open's Instagram feed.
To get the animations out in real time, a team of animators, designers, and writers were embedded at the US Open during the tournament. Thanks to an algorithm invented just for Datagrams, the team was able to create a custom animation with a unique combination of animations, colors, and music for every single set. Each was shared to IBM Sports? newly created Instagram feed, as well as the US Open's Instagram feed.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy New York / New York
Production Company
BUCK / New York
Art Director
Mike Lomanto
Okan Usta
Creative Director
Steve Simpson
Susan Westre
Mike Hahn
Ryan Blank
Niels West
Writer
Lauren Costa
Agency Producer
Eddie Byrd
Leslie D'Acri
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