Creative production studio Motion Theory applies generative art techniques into a new TV commercial for IBM via ad agency Ogilvy & Mather/New York. Directed by Motion Theory’s Mathew Cullen, the :30 spot “Data Baby” is part of IBM’s “Smarter Planet” campaign and incorporates data-driven design derived from a newborn’s vital signs to convey that IBM’s technologies help analyze data to build smarter hospitals. “Data Baby” broke on network television on March 14.

IBM “Smarter Planet” Title: “Data Baby” Length: 30 seconds Air date: 3.11.10 cable 3.14.10 network AGENCY Agency: Ogilvy & Mather/NY Executive Producer: Lee Weiss Associate Producer: Rich Fiset Sr. Partner/Worldwide ECD: Susan Westre Sr. Partner/ECD: Tom Godici, Greg Ketchum Creative Director: Rob Jamieson, Chris Van Oosterhout PRODUCTION Production Company: Motion Theory Director: Mathew Cullen Executive Producer: Javier Jimenez Line Producer: John Marx Director of Photography: Guillermo Navarro POST PRODUCTION VFX Company: Motion Theory Creative Directors: Kaan Atilla, Mathew Cullen Producer: Patrick Nugent VFX Supervisor: John Fragomeni Art Director: Angela Zhu Design Leads: Paul B. Kim, Satomi Nagata Designers: Heidi Berg, Leanne Dare, Kenneth Lee Onset FX Supervisor: Sean Looper, Trevor Tuttle 3D/Nuke FX Lead: Marion Spates 3D/Lighting Lead: Trevor Tuttle Pre-visualization: Trevor Tuttle 3D Artists/Animators: Brandon Lester, Gil Hacco, Casey Hupke, John Robson Matchmover: Joe Cullen Comp Lead: Danny Koenig Compositors: Andrew Ashton, Chris Riehl, Daniel Raschko, John Stanch, Dorian West Code Artist Supervisor: Keith Pasko Lead Code Artist: Josh Nimoy Code Artists: CJ Cenizal, Ekene Ijeoma, Jeremy Rotsztain Finishing: Danny Yoon Rotoscope Artists: Megan Gaffney, Gil Hacco, Rob Liscombe, Eva Snyder Production Manager/HR Director: Tina Van Delden Production Coordinator: Paul Pianezza Production Assistant: Sarah Smith Medical Consultant: Kathlynn Michelle Dominguez, MD, MPH EDITORIAL Editorial Company: String Editor: Jeff Consiglio Assistant Editors: Jeff Aquino SOUND DESIGN + MUSIC Sound Design Company: Sound Lounge V/O: Forest Whitaker Music track: “Boatfriends” by Black Moth Super Rainbow Executive Music Producer: Karl Westman