UK digital art and design studio Universal Everything worked with IBM and brand agency Athletics New York to bring the identity of Watson, the face of the computer giant’s cognitive computing system, to life.

Working from the theme of ‘Watson illuminates’ the studio investigated how the avatar might exist in motion and embody various human characteristics – in the form of ‘relatable’ movements. The visual identity was unveiled in Las Vegas at the World of Watson 2016 keynote address by IBM CEO Ginni Rometty.

Creative Directors: Matt Pyke, Mike Hughes, Sam Renwick; Animation Director: Matt Frodsham; Executive Producer: Norra Abdul Rahim; Senior Producer: Greg Povey