IBM & Athletics New York

Watson Avatar Identity

Personifying Artificial Intelligence

New York

Working with creative partners IBM Brand Experience & Design and Athletics New York, Universal Everything reimagined the moving identity of Watson: IBM’s face of cognitive computing.


To bring IBM’s iconic AI avatar to life, Universal Everything played with the core theme of ‘Watson illuminates’ – developing and exploring the world of Watson. The studio explored what Watson is made of, his behaviour, personality and how he affects the world in which he lives.


Revealed in Las Vegas at the World of Watson 2016 keynote address by IBM CEO Ginni Rometty.


Creative Directors: Matt Pyke, Mike Hughes, Sam Renwick
Animation Director: Matt Frodsham
Executive Producer: Norra Abdul Rahim
Senior Producer: Greg Povey


Commissioned by IBM and Athletics New York