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Ogilvy

Cognitive Fashion IBM

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Overview

IBM Watson made heads turn at the Met Gala in 2016 with a cognitive LED-laden dress it co-created with the fashion label Marchesa. The gown, worn by model Karolina Kurkova, showed off Watson’s processing power through a platform that analyzed Marchesa’s social media that translated sentiments into colors. During the gala, Watson processed the tweets surrounding the event, and changed the color of the dress according to the emotions gathered from the tweets.

Capability

  • Advertising
  • PR & Influence
  • Content Marketing
  • Social Media
  • Product Design
  • Experiential & Events

Team

  • New York