IBM watsonx

IBM watsonx is commercial client work built atFIELD.IOforIBMin 2023, shown at major IBM conferences. Daan Rongen was credited forCreative Development, alongside Guido Schmidt and Andy Duboc. Full credits: Executive Creative Direction — Marcus Wendt; Creative Lead — Jack Grafton; CGI Creative Director — Antar Walker; Technical Direction — Jonas Otto; Creative AI Engineer — Casper Wortmann; Creative Development — Guido Schmidt, Daan Rongen, Andy Duboc; Executive Producer — Sinéad McCarthy; Producer — Kerem Demirayak; Lead Digital Artist — Julien Bauzin; Experiential Designer — Max Palmer; 3D Design — Alexander Hahn, Lukas Rafik Mayer; Creative Technologist — João Fonseca; Motion Designer — Marcel Piekarski; Developer — Owen Hindley, Toby Harris.

The brief was to make watsonx, IBM's enterprise AI platform, legible to a conference-floor audience who might otherwise find "AI adoption" abstract and intimidating. The experience breaks the decision down into four business concerns visitors can actually reason about:capability,cost,custom solutionsandgovernance. Rather than a static pitch, visitors explore, assemble and analyse a potential AI stack tailored to their own organisation, watching the stack's shape and implications change as they swap components in and out.

Once a visitor picks a use case, the tool opens onto a stack view where every dataset, model and prompt they've added sits as its own composed form.

The four-concern framework is rendered through a generative 3D visual language: abstract model, dataset and prompt structures rendered as physical-feeling forms, so an abstract AI stack reads as something closer to inspectable machinery than a diagram. A model reads as a dense, layered flower of ribbons:

A dataset unwinds into a single continuous coiled band:

And a prompt stacks as a loose, off-axis column of rings: