NICK BAKSHI

IBM Watson: no mouth, but impeccable taste.

Chef Watson is a freaky genius AI that whips up delicious recipes based on 4 ingredient inputs. Unfortunately, like most freaky geniuses, nobody had ever really heard of him (it?). That’s why we cooked up EATS - a social and digital program that showed the world exactly what he was capable of. We worked with some incredible food stylists to recreate the EATS logo 12 times. Each letter was an ingredient and each logo was a recipe.

Credits:

Executive Creative Directors Emmanuel Lallevé

Managing Director Emmanuel Ferry

Creative Director Susan Westre

Copywriters Nick Bakshi, Johan Leborg

Art Directors Erika Reyes, Josiah Jones, Edward Macaulay

Global Business Director Mary McFarland

Business Director Joyce Pucheu

Account Manager, IBM Europe Margaux Pennes

Advertising Manager Lily Sorbara

Photographers 5Fruits, Sean Freeman, Andrew B Meyers, Amy Currell, Carl Kleiner, Gustav Almestâl, Marion Luttenberger

Director Tristan Bensaïd

Production Manager Antoine Bagot

Producers: Muriel Benitah, Marine Redon

Art Buyer: Veronique Chalencon