Six Degrees of Automation
A groundbreaking series for Wired Magazine to make AI accessible and engaging.
CHALLENGE
IBM's AI Business Unit faced a crucial challenge: establishing itself as a thought leader in automation while driving engagement to their platform, ibm.com/automation. Research revealed that most of their audience didn’t fully understand automation, where to start, or how to implement it effectively in their business.
Episode 1: How will a parking lot transform the banking industry?
SOLUTION
To bridge this gap, I came we came up with a concept that leveraged a familiar cultural concept, Six Degrees of Separation, reimagining it as Six Degrees of Automation. This brand film series revealed how automation touches lives in ways we might not see at first glance, influencing not just businesses but also customers, employees, and society at large. Through captivating interviews with IBM Automation experts, dynamic re-enactments of real client stories, and high-impact visual effects, Six Degrees of Automation illustrated how automation interconnects business processes to spark positive, far-reaching change.
The series was directed by acclaimed Chris Cannucciari, known for the popular Netflix film, Banking on Bitcoin, bringing a polished, documentary-style approach to this high-concept topic.
Watch:
Episode 1: Banking
Episode 2: Insurance
Episode 1 Key Frames
Episode 2: How can a drone lower insurance premiums?
Episode 2 Key Frames
Social
Episode 3: How will a rain storm affect a granola bar?
RESULTS
IBM’s Six Degrees of Automation series not only resonated with its audience but far surpassed industry benchmarks:
Video View-Through Rate (VTR):
17.45% higher than Condé Nast’s benchmark
Video Completion Rate (VCR):
7.15% above benchmark
Average Watch Percentage: 28.22%
higher than the benchmark
Total Views: Over 300,000—450%
beyond projections
By connecting with audiences in a familiar way and presenting automation as an integral part of everyday life, IBM solidified its position as a leader in the automation space and achieved remarkable engagement.
