IBM & JASON GRECH

ART DIRECTION //

PHOTOGRAPHY //

RETOUCHING //

Jason & I have had a long standing working relationship for many years. I adore his work and company. We have watched each other grow and expand. It's been real. When he called me and told me he was working with IBM and Watson I nearly fell off my chair. It was going to be an industry family reunion working with this crew. Paige Royal one of our models and I have worked together for around a decade and she features heavily throughout my work.

I have been fascinated by computers since a very early age and that has extended onto artificial intelligence. This project was a perfect fit. It was aptly named "The Cognitive Collection".

Watson had been suggesting colour palettes and fabrics to Jason during their collaboration along with a myriad of other recommendations as to which direction to take his collection. Jason, Ben from IBM, Alexis and the team from Ogilvy Singapore along with my crew created a dynamic angle for this campaign. Our goal to visually combine aesthetics and tech was realised and laid out beautifully. Once Ogilvy had delivered their gorgeous campaign design I went ahead and delivered to Jason a personal touch for his website. Designing his campaign hero images for his website and interweaving his logo amongst the models. The background colour palette for the hero images was, of course, the same Pantones Watson suggested for his collection.

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