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2020 One Show - Design

Apollo

Agency Ogilvy / New York

Client IBM
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Annual ID

OS_DE20_176M

About the Work

On July 20, 1969, two men took humanity’s first steps on the moon. So to celebrate the 50th anniversary of this incredible event, we invited everyone else to walk on the moon. Kids, moms, dads, grandparents, folks from Iceland, nuns, hippies, dogs, and more. A 20-foot-tall "digital mirror" reflected them all in spacesuits with lunar gravity, while an interactive floor let them leave their own footprints on the lunar surface. To create the effect, we integrated several technologies that had been used separately, but never together at scale. This included wrnchAI— a machine learning software developed for Hollywood and trained on hundreds of thousands of photos of us humans—to track body movements, real-time graphics, 250 interactive floor tiles, and seven total computer systems. Participants jumped, danced, did the splits, and even moonwalked before returning to Earth and receiving a personalized digital postcard GIF of their Moonwalk to share socially. The event, held at the Oculus in New York City from July 18-20, 2019, was designed to not only entertain people, but to educate them about IBM's role in the Apollo 11 mission and space exploration through the decades.