Hornet Signs French Animated Comedy Director Léo Brunel for US Representation
June 29, 2026
Building on their previous collaborations with IBM, the Tendil design and motion team defines a new, flexible, and cohesive visual language to help unify the company’s broad range of products and campaigns.
From Tendril: “IBM approached us with a compelling opportunity: to help shape their brand evolution. The solution was simple in theory but complex in execution: build a design system that can be adapted across IBM’s global campaigns.
“Our design approach was guided by a philosophy that defines our practice: bringing clarity to complexity.
“The question grew bigger than the brief itself: What is IBM at its core? And how do we define a tactile, precise visual language that could scale across everything IBM makes?”
“The question grew bigger than the brief itself: What is IBM at its core? And how do we define a tactile, precise visual language that could scale across everything IBM makes?
Using IBM’s 2D Carbon design system as a base, we created a hybrid visual narrative by bridging expressive, poetic abstraction with precise product storytelling. Our approach combined functional UI elements with elegant visual metaphors, a blend of utility and humanity.
“The challenge was in conceptualizing B2B software built on ideas that are hard to visualize. What does digital sovereignty look like? How can scale be expressed visually? The work must translate abstract infrastructure into something that is coherent and could land in under a minute.”
IBM “Sovereign” (above)
IBM: “Concert”
Client: IBM Blue Studio
EP: Stu Weiner
Engagement Producer: Janice Kline
Producer: Kaetie Turner
CD: Heather Wagner, Pablo Noronha de Vivo
Associate CD: Gustavo Vasconcelos, Lou Foglia
Production: Tendril
CD: Nidia Dias
Director: Rafael Eifler
EP: Ivelle Jargalyn
Associate EP: Niko Hook
Producer: Cody McFarland
Production Coordinator: Bhavesh Purohit
Tech Lead: Flavio Diniz
Motion Director: Vitaly Grossmann
3D Designer/Animator: Riccardo Bottonni, Kevin Olberg, Simon Sjöö
3D Generalist: Alex Petrovsky, André Chaves, Kevin Olberg, Luan Rossi, Nathan DiRezende, Simon Sjöö, Aleksandra Liubas
Light/Render: Aleksandra Liubas, André Chaves
Compositing: André Chaves, Astrid Cardenas, Gabriela Brandes
Music/sound design: Echoic Audio
VO Audio Recording Studio: The Orange Lounge
Senior Audio Engineer: Spencer Sunshine
Audio Engineer: Diana Valero
VO: Abi Horton, Ulf Bjorlin
