IBM - Catch Fishy AI

An education-first event experience for IBM x Adobe

Did you catch that?

Immersive Experiences
AR

An education-first event experience for IBM x Adobe

For the Adobe Summit 2024, The Digital Experience Conference at the Las Vegas Sphere, we partnered with Ogilvy NY to create Catch Fishy AI: a mobile first educational experience for IBM and Adobe.

The experience was created as part of the ‘Trust What You Create’ a campaign looking to educate businesses and summit attendees on AI errors and how IBM’s watsonx and Adobe Experience Manager can help guard against them.

We created a visually rich, user-friendly, education first experience.

The website inviting users to explore a fishtank full of animated ‘fishy’ fish. Users could view each fish and digest informative content on the AI errors they represented and their associated risks. They could then dive deeper to explore IBM watsonx as a solution to safeguard against key AI concerns, share their learnings with others using the native social sharing function on their device, or runthrough the lesson again.

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Find and scan a fish to catch it!

To lightly gamify the experience and add greater interactivity to the user journey, we utilised 8th Wall image tracking technology and invited attendees of the summit to scan and ‘catch’ fish across the event. Upon scanning a discovered fish, users were prompted to make a simple gesture to secure their catch and access the associated learning. Fish were printed on tshirts, posters and napkins, ready to be discovered: the AI drift fish was the ultimate fan favourite.

Accompanying the experience, we create an infinite motion loop of the fish and associated content for use across large scale screens at the IBM stand and key event areas across the sphere.

With a tight turnaround and only png files available to be delivered, the team problem solved and found a solution to animate the fish in the experience fishtank. Whilst masking the heads of the we applied several wave effects to their bodies of the fish, resulting in smooth motion that gave the impression of fish movement and vibrant life underwater.

As part of the wider Catch Fishy AI execution, including the Sphere takeover that transformed the Las Vegas landmark into a giant fishbowl, the frictionless, shareable education-first activation successfully supported IBM’s mission of staying top of mind at the Adobe Summit. The campaign as a whole worked to position IBM and Adobe as the responsible and transparent authorities on AI, with IBM watsonx as the leading next generation AI and data platform helping businesses harness and multiply their power. Did you catch that?

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