Creative Direction & Design:
Jenny Woo
Visual Design:
Design and Development:
Supply chains are complex in nature. I leveraged this characteristic as an opportunity to innovate on the narrative structure by creating four possible paths inside of the story.
For six two-week sprints, I led a large team of design agency and development partners to create a large-scale immersive application featuring a digitally enabled “thinking” supply chain. Visitors followed along as Watson solved various issues that occur throughout the chain.
The product is an energy bar made up of a few simple ingredients.
What appear to be a simple product made up of a few key ingredients require a complex global supply chain.
As issues arise throughout the story, clients are invited to turn to available data to solve them. This is a moment to reveal how “the data sausage” is made. Experts talk about gathering documents, the annotation process, training the Watson system, and deploying it to do its own classification work.
$14B in sales opportunities since 2017
93+ pts NPS
4 Awards Nominations