Creating Digital Content w/ No Audio from TV Commercials

As soon as I saw the first IBM Watson national spot where they had people conversing with Watson in creative ways, I knew I wanted to do something with it (since IBM is a big client of my company and we have free reign to try new stuff sometimes). The TV spots had cool settings with very visual surroundings, and very unique looking people (from a cute little girl to Bob Dylan) which I thought would turn out really well in some cool motion graphic treatment across a large-scale videowall. The commercials also featured some good tag lines around cognitive business and also good witty banter between Watson and the featured person. A great challenge to turn it into digital content.

My first opportunity was for a much wider digital canvas, a 7 portrait screen array which is about 3 times the width of HD. But this wasn’t a hindrance, as its a normal thing we do and actually gives you a lot of freedom in creating supporting graphical treatments to surround any existing HD footage or maybe use to put some title text or supporting messaging.

The biggest challenge on these were the audio because the videowall we were creating content for didn’t have the audio turned on due to it being in a corporate lobby and not wanting to be overly distracting. But the audio piece was the compelling part of the video which highlights the value and personality of Watson.

So we transcribed the people talking to Watson and figured out how much of it we should try and use and how to show the text on the screen. We decided to have some messaging on one side of the screen, and then for the actual conversation we treated it almost like a text message string or chat client type of format, where each speaking person had a little avatar/headshot with their line. Then each one would animate onto the screen after a few seconds, trying to mimic a conversation, and essentially allow a viewer in this corporate lobby to see this really cool visual piece and then follow along with the text-based conversation.

Here’s a couple examples, the text on the right is too small to read, but it animates through the conversation/audio: