IBM Watson Advertising Accelerator
Creative Direction, Strategy, UX
Accelerator is an AI-powered ad builder that predicts optimal creative variations for different audience groups. Performance is measured in real-time to further refine audience segments and creative predictions throughout the campaign.
I worked with multiple stakeholders to create the product's client-facing materials, define best practices for creative executions, and create templates and processes to facilitate production and client onboarding.
IBM Watson Advertising \ Reporting to: Brian Hull, Global Head of Creative Labs
The matrix is the core concept of an Accelerator campaign. It is used to define the elements that Accelerator's AI will use to assemble the creative variations and ultimately drives the resulting analytics.
When it comes to the variables themselves, the more they vary the better. Shown are the "do's and dont's" for a video campaign.
Video timeline template. Our design team takes the elements established in the project matrix and further organizes them in this format for client review prior to development.
Preview links allow clients to mix and match creative elements and view the resulting ad variations.
Building Brands
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.
(branding for Tegan Romero designed by Shu Chen)
The Tegan Romero work wound up heading an article on the topic of AI-powered advertising.