Chris Reardon

IBM Sessions

The US Open makes music with tennis data.

IBM sponsors the US Open every year, and they always try to do something that can grab attention, typically using some clever graphic design. We wanted to take it to a new level and leverage IBM’s technologies in a new way - creating a product experience that helped guests enjoy tennis in a whole new way.

By working with IBM, clients can turn their data into value.

Nominated for Site of the Year.

IBM Sessions

IBM + James Murphy turned data from hundreds of US Open tennis matches into real-time generative music.

The video we entered into several design awards.

James Murphy is the front man for LCD Soundsystem.

IBM tracks every piece of data generated in a US Open tennis match.
We turned that tennis data into music.

That is, we got James Murphy, and the tech geniuses at Tool, to build a custom algorithm to translate game events like scores and stats into song characteristics like pitch and tempo. So 187 different pieces of music wrote themselves in real time, as the matches happened.

It all streamed on a website—optimized for mobile—that was both a music visualizer and a score tracker. So when you heard a change in the music, you saw what caused it. James took his 12 favorites matches and remixed them for an album, Remixes Made With Tennis Data, that got positive reviews from the likes of Rolling Stone, KEXP and Pitchfork gave us a 6.9 rating.

Not bad for music written by a computer program.

My original concept sketch for the music visualizer. If companies use a little bit of creative thinking they can turn raw data into new kinds of products and services.

The original concept sketch for the music visualizer.

By using design thinking, companies can turn raw data into new kinds of engaging products and services.

Each player had unique color coded shapes assigned to them, along with an orchestral accompaniment by James Murphy. The application then generated unique musical scores from the live data stream, by blending the players data with the events from the match.

We built a music lab so guests could make their own music by manipulating data.

Listen to the match

Tune in at the US Open...

Guests at the US Open were invited to tune in to each match with messaging in the stadium, and on the grounds. The web app add an intuitive interface that made it easy to pick from the live matches, or select a previous match to play it back.

…or listen from wherever you’re at.

Once a match was over, we converted the live audio stream into a Sound Cloud file so that fans could listen at home.

Dynamic code based animations generated by tennis data.

The experience

The audience was drawn to the content in several different ways, depending on where they were and how they were experiencing the US Open.

Teaser videos and gifs on social media drove interest and excitement before the event, while on-the-grounds media, like program ads and signage, drove fans to the website in real time. Event attendees could enter a fan experience – listening booths that played the music and showed the visualizer in real time while the matches played out live nearby.

Fans in the crowd and at home could experience the music through our mobile-optimized site, which provided a completely fresh second screen experience that kept pace with the match play. This provided a new, socially shareable rich media accompaniment to the tournament.

Our research showed that even among die-hard sports fans, adding layers of technology and music would increase interest.

A behind the scenes

Listen to a live match as it plays out.

Tour the IBM Sessions app experience

IBM.UsOpenSessions.JamesMurphy.BallBounce+(1).gif

IBM.USOpenSessions.JamesMurphy.TennisData2+(1)+2.gif

Match 4 Remix.

One of the most downloaded remixes on Soundcloud.

Fans could download James’ favorite remixes on Soundcloud

Algorithmically generated animations

Outcomes

IBM’s first ever Rolling Stone review.

Designed as an amplification campaign, our benchmarks for success were around engagement and perceptions of IBM’s brand relevance.

By delivering an engaging experience that appealed to all ages, as well as over 400 hours of groundbreaking music created, US Open Sessions easily captured the attention and affection of our target audience, but also captured the hearts and minds of music fans, electronic nerds, and developers the world over. This new found audience actively shared assets such as YouTube videos, audio files from IBM’s Soundcloud, and reposted articles about the program across social media.

Rolling Stone called the album “glorious” while Pitchfork lauded Murphy’s ability to “make music out of anything.”

Overall, the project got 1,700 press impressions, and 10.7 million Twitter impressions. The songs were played over 300,000 times on SoundCloud, with 3,800 likes, 879 reposts and 25,000 downloads.

What the client said

“I had the pleasure of working with Chris on a number of projects and every time he was involved there seemed to be a sense of partnership that I hadn’t seen from other digital creative directors. Foremost he looked to meet our objectives, but there was always a contribution from Chris that elevated the level of the experience that made it ground breaking. Time was never an obstacle as he never stopped until he achieved his vision for the work. That said, even when something was thought to be finished, Chris would continue to work to improve it over time. There’s always room for someone like Chris on my team as I see him an a digital innovator that pushes experiences beyond what we could imagine.”

— Marco Pereira, Global Advertising Manager & P.O.E Strategist, IBM

What the team said

“It's hard enough to find a like-minded individual in most work environments. But finding someone who you admire, shares your interests, pushes your thoughts, triggers your curiosity, listens to your "ideas", dorks out over tech, champions the pursuit of creativity while able to just have a laugh or chat about the latest-and-greatest over a coffee is a rare breed indeed. It's even more rare to sit next to that person, share the same desk and continue this effort, day-in and day-out. I've had that unique pleasure with Chris, or Reardon as we call him, being that gem for well over a year now.

Everyday he steers the ship—through the calm waters, the shallows, the drizzles, the downpours, the thunderstorms and the category 5s and the ones that have the mythological creatures on-top of them. He always keeps his calm, course corrects if needed, and gets us to harbor safe and sound. In the end we all turn out better than we were before and that much stronger for the effort, and for that I'm thankful. "O Captain! my Captain..." thanks for being that big, british, nerdy neighbor I've always dreamed of.”

— Nicholas Rezabek, Creative Director - Publicis (Associate Creative Director on the project)

“I acknowledge how cheesy it sounds but it couldn't be more true—I feel incredibly lucky to call Chris a mentor, boss dog and friend. He taught me too many things to count, most importantly was an insanely positive outlook. He's the "yes, and" maestro.

A thoroughly 360 ECD, including making sure culture and people are looked after. The accomplishments I've gone on to achieve in other jobs are pretty much all indebted to Chris. Shit, does that mean I have to give you the awards Chris?”

— Sue Murphy, Creative Director - Gretel (Art Director on the project)

“When I first interviewed at Ogilvy, I had the lucky happenstance of meeting Chris Reardon. We chatted for almost two hours about the transformational power of technology for creative thinkers. He's one of the primary reasons why I chose to work at Ogilvy - to collaborate with visionary creative technologists who are never afraid to push boundaries. I've learned a lot working with him on various projects and more than anything, Chris continues to encourage and to guide his team with a leadership that's grounded in mentorship. He is one of the few people I feel who genuinely cares about how or work will change our clients' business, ultimately the world around us. His wit and humor reminds us never to forget how to enjoy our work, a constant reminder that great colleagues are few in number but when found, worthwhile to keep and respect.”

— Esther Ahn, Innovation Director, Strategy and Engagement Lead (NY) - Salesforce (Sr. Strategist on the project)

“Agencies get stale. It happens. And when it happens to yours, hold your breath and cross your fingers that you have someone like Reardon leading your creative team. He's thoughtful, innovative, and always (always) goes to bat for the craziest ideas— the only ones worth talking about during my 3 years at Ogilvy. I'll be blunt: If it's a quick-cut mood video set to stock sunsets and indie music, pack up and look elsewhere. But if gorgeous design, bleeding-edge tech, and knockout ideas are exactly what you need to keep from going stale, then Chris is someone worth talking to.”

— Brett Pollack, Product Designer - Apple (Art Director)

Partial list of awards

Mashies - Gold

Best use of Streaming
Ogilvy | US Open Sessions
November 2015
Adobe + FWA

Cutting Edge Award - Project of the Year
Ogilvy | US Open Sessions
September 2015
Fast Company

Innovation by Design - Data Visualization
Ogilvy | US Open Sessions
November 2015
OMMA Awards

Online Advertising Creativity
Advertising / Promotion Website or Microsite
Ogilvy | US Open Sessions
September 2015
Cannes Lion

Digital Design: Website
Ogilvy | US Open Sessions
June 2015
Cannes Lion

Products and Services: Corporate Image & Communication
Ogilvy | US Open Sessions
June 2015
D&AD Graphite

Digital Design
Ogilvy | US Open Sessions
May 2015
D&AD Graphite

Branding: Digital Brand Expressions
Ogilvy | US Open Sessions
May 2015
The Webby Fifty

Featured Project, The Webby Awards
Ogilvy | US Open Sessions
May 2015
The One Show

Interactive: Sound Design
Ogilvy | US Open Sessions
May 2015
The One Show

Animation: Motion Graphics
Ogilvy | US Open Sessions
May 2015
The One Show

Interactive: Interactive Media
Ogilvy | US Open Sessions
May 2015
The One Show

UX / UI: Data Focused Design
Ogilvy | US Open Sessions
May 2015
The One Show

Design: Animation
Ogilvy | US Open Sessions
May 2015
Webby Awards

Website Features & Design: Technical Achievement, Nominee
Ogilvy | US Open Sessions
April 2015
Webby Awards

Mobile Sites & Apps:
Sports (Handheld Devices), Nominee
Ogilvy | US Open Sessions
April 2015
Webby Awards

Social & Content Marketing: Sports,
Nominee
Ogilvy | US Open Sessions
April 2015
Webby Awards

Website Features & Design: Best Use of Animation or Motion Graphics (x2)
Honoree
Ogilvy | US Open Sessions
April 2015
Webby Awards

Website Features & Design: Best Visual Design Aesthetic (x2)
Honoree
Ogilvy | US Open Sessions
April 2015
Webby Awards

Advertising & Media: Business Products & Services
Honoree
Ogilvy | US Open Sessions
April 2015
Webb

Advertising & Media: Best Use of Data Driven Media
Honoree
Ogilvy | US Open Sessions
April 2015
Google

Featured Campaign
Ogilvy | US Open Sessions
October 2014
Adobe + FWA

Cutting Edge Award
Project of the Week
Ogilvy | US Open Sessions
October 2015
FWA Awards - Mobile

Mobile Site of the Day
Ogilvy | US Open Sessions
October 2014
FWA Awards

FWA - Site of the Day
Ogilvy | US Open Sessions
September 2014