(Ad) Data Baby Translates Biological Signals Into Visual Effects

Taking IBM’s “Smarter Planet” campaign further, Ogilvy New York and Motion Theory have partnered on a remarkable new advertising spot for IBM which uses generative art. Generative art incorporates mathematical algorithms to create visuals that echo natural shapes and patterns.

In this particular case, what you see is a visual effect based on spreadsheets of raw data from a baby’s respiratory rate, heart rate, blood pressure, electrocardiography, oxygen saturation, and temperature. The concept is meant to convey IBM’s commitment to building smarter hospitals.

Motion Theory’s web site describes the complexity of the project further, by elaborating on the details of the CG and motion animation work.

See the commercial below.