Encompassing "Data Baby" and "Data Energy" the groundbreaking "Smarter Planet" campaign gives information a personality and expresses the innovative way IBM gathers and analyzes information, and harness it to help find answers to our biggest problems."Baby" incorporates data-driven design collected from a newborn's vital signs to convey that IBM's technologies help analyze data to build smarter hospitals. The team built custom code that translates spreadsheets of raw numerical data from a newborn's respiratory, heart rate, blood pressure, oxygen saturation, and temperature readings into motion paths that move and evolve design elements organically across the image."Energy" embraces generative images drawn from sources like windmills, transformers and homes as dimensionalized expressions of data flowing from energy, in chaotic yet elegant ways.

Together, the two films embody the spirit of reactive data and technology working in harmony to build a smarter planet and better our lives. Extensive R&D for the campaign included enlisting a medical consultant, developing custom code to process and visualize data, conceiving a workflow for importing camera motion paths, and tracking curves and models to mirror the exact movements of four infants filmed live on set for "Baby."