IBM Australia Open

A render of the interactive banner that ran in major Australian websites.

The artwork produced by Ogilvy was internally known as AO Stats Particles. They used it in all communications, from print to the tennis courts. It served as the major inspiration in bringing the particles system alive.

IBM Australia Open

Ogilvy Sydney

For the 2011 Australia Open, IBM approached Ogilvy Sydney with the objective to showcase Big Data and the vast amount of data analysed during the competition and everything surrounding it. For that, users were able to see in real time tweets about the Australia Open in some of the most popular Australian websites, something of a novelty at the time.

The Particle System

What set this campaign apart from a technical aspect, was the creation of a custom particles system. A highly optimised script read all pixels in the artwork and “exploded” them into small bits. Each bit had their own physics and other random properties, giving them a natural effect. Low CPU consumption was a must, something easy to overlook when creating particle systems.

P.S.: This project is part of Felipe Hefler’s personal portfolio and wasn’t undertaken by Atropical AS.