February 2019  ///  Moscone Center  ///  San Francisco

March 2019  ///  Mandalay Bay  ///  Las Vegas

Since it’s inception in 2018, I led the team in designing IBM Security’s presence the IBM Think conference. Security is one of the 4x Core Campuses and has an uphill goal of attracting new and deepening existing clients who are attending Think without Security specifically in mind. With this challenge, we work to stand out and provoke attendees, piquing curiosity with form factor and spectacle, then delivering insight and value through content and education-infused activations.

In its debut year in Las Vegas, we created the IBM Security Disruption Dome. A 16’ projection dome, encircled by 6 plinths of touchscreen, video content, took attendees through a difficult day in the life of a security professional, and how things could have been avoided with IBM Security offerings. The spectacle of the dome combined with the screen-jumping, enveloping animations to create a formative content experience and a destination on for the entire conference.

Building on our success, we sought to elevate the content experience even further, combining art installation, technology, and rich content stories and digital engagement. The result was the Protection Pillars, 4x transparent OLED touchscreens housed a 3D-printed scenic window display with Choose-your-own-Adventure content illuminating how IBM Security can remove risk to allow you to grow your business. Unlike anything else on the show floor, guests marveled at the scale of the pillars, then rewarded further by the depth of the interactive content.

In both instances, our content-driven activations were built for scale and re-usability, showing up immediately the RSA conference for respective years, but have since been activated by global IBM teams in China, Korea, India, Australia, Germany, and the UK.