Masters Remastered,
The Masters. 100 players, 18 holes, 4 days, and an average of 21,600 shots. But here’s the catch— broadcasts only cover about 405 of those shots, meaning just 2% of get expert-level commentary from icons like Jim Nantz.
Until now.
We remastered the Masters, giving every fan their own personal AI commentator covering every single shot taken during the tournament.
Client
IBM
Role
Art Direction, Design
This was part of the larger What If campaign, which emphasized the power of asking bold questions to drive innovative technology solutions. Questions like, 'What if buildings could tell you how to make them more efficient?' or 'What if analyzing a big bank’s data could be...no big deal?'
What if...?
The question mark from 'What If?' campaign serves as a central visual element in the prints, with each question mark created using AI.
and... prints.
Agency:
Ogilvy New York
VO:
Oscar Issac
Director:
Ian Pons Jewell
Made with:
ECDs: Matthew Curry & Aste Gutierrez
GCD: Rachel Frederick & Mohamed Diaa
CDs: Andrew Curtis & Ben Morejon
