Working with UK illustrator/art director Matt Blease, the animation team at Niceshit Studio in Barcelona combines “classic comedy, bold scripts, and expressive characters” into a series of clean and quirky spots for IBM’s AI products.

From Niceshit Studio: “We love creating work that aims to connect rather than impress, and this campaign is all about that: grabbing attention, building tension, then releasing it. These spots were designed to be quiet, clever, and disruptive in their placement. We are firm believers that cutting through the noise is the way to actually get noticed.
 

“It’s curious, for a campaign about AI, this was one of the most human creative processes we’ve been part of.”

 
“It’s curious, for a campaign about AI, this was one of the most human creative processes we’ve been part of. Scripts were loose and open, and we spent hours brainstorming with Matt and the teams at IBM and Ogilvy, speaking freely and letting the best idea win.

“Both Matt and everyone at Niceshit love joyful, confident, and smart comedy so it was very fun to push on awkward framings and silences, pauses, and empty spaces without being afraid of losing the viewers attention.”
 
“EN GARDE” (above)
 
“GYM”

 
“BUZZKILL”

 
 
Client: IBM Blue Studio
Global CD: Joanna Soulas, Shawna Klein

Agency: Ogilvy
Producer: Michele Salinas

Art director: Matt Blease

Production: Niceshit Studio
Director: Niceshit Studio
CD: Carmen Angelillo, Rodier Kidmann, Guido Lambertini
Head of production: Agusta Timotea
Producer: Larisa Barreda
Animation Director: Guido Lambertini
Designer/Illustrator: Rodier Kidman & Tamara Bella
Animator: Josep Bernaus, Juan Nadalino, Facundo Quiroga, Sebastián García, Pablo Cuello, Ezequiel Cruz, Henrique Barone
Clean-up Supervisor: Margarita Rojas
Clean-up: Julieta Soloaga, Julieta Culaciati, Ezequiel Cruz, Raquel Cruz, Eva Marín Tabuenca, Tamara Bella, Ana Freitas
Compositor/Editor: Ana Freitas, Guido Lambertini

Music/Sound: Halo Music

Sound design: Facundo Capece, Lola Ritcher