Working in concert with industrial design studio Map Project Office, the crew at London 3D house Found creates an austere (and perhaps chilly) launch film for IBM’s NorthPole AIU chip and the minimalist server units that house it.

From the team at Found: “Structured as a series of modular sequences, the film takes viewers on an insightful journey from the expansive data center to the heart of the unit, revealing the cutting-edge chip within. Seamless transitions between orthographic and isometric camera angles emphasize precision, power, and sophisticated industrial design principles.
 

“During the research and development phase, we explored how shadow dynamics and controlled overexposure could enhance perception and elevate the viewing experience.”

 
“Designed by Map Project Office, the server units embody a refined minimalist language. Decisions around color, material, finish, and form were central to the design process – by integrating real-world material samples and prototypes, we developed a digital representation of the chip, cards, and server units that closely mirrors the manufacturing process.

“During the research and development phase, we explored how shadow dynamics and controlled overexposure could enhance perception and elevate the viewing experience. Light was used not just to illuminate, but to create immersive transitions between product elements.

“The resulting film is a refined, cinematic showcase that reflects both IBM’s technological innovation and Map’s minimalist design philosophy.”

Watch the R&D reel:
 

 
 

 
Client: IBM Research

Production: Found Studio
Design: Map Project Office

Audio: Father