IBM Watson Advertising Accelerator
Creative Direction, Strategy, UX
Using curated sets of creative elements, Accelerator’s AI continuously defines audience segments and predicts optimal ad variations for each of them. Performance is measured in real-time to further refine these predictions throughout the campaign.
I worked with multiple stakeholders to radically simplify the product's client-facing materials, define best practices for creative executions, and create templates and processes to facilitate production.
IBM Watson Advertising \ Reporting to: Brian Hull, Global Head of Creative Labs
As the product matured it became clear that different types of clients would require different approaches to setting up Accelerator campaigns. I borrowed the Needs Statement exercise from IBM's Design Thinking handbook to articulate and address a couple of issues we discovered.
In order to illustrate the concepts presented throughout the Accelerator materials I needed creative materials to work with. To get them, I created detailed assets for two generic companies: Kaya Snack Bars and Tegan Romero Automotive.