IBM had a history of exciting young people about science and thereby attracting to the brand.
However, in recent years the shift from things like laptops to things like software and solutions meant there were fewer tangible ways of interacting with the brand, particularly for younger people. So IBM launched the IBMblr Play Machine.
At its heart was a Rube Goldberg device that translated social media activity into a rollicking, exuberant machine performance. A 24-hour live feed broadcast this spectacle so that STEM fans everywhere could interact.
Directed by Aramique Krauthamer
Technical Director: Jeff Crouse