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ibm watson + alex da kid // "not easy"

IBM's Watson usually does big data boring stuff. We used it to help Grammy-winning producer Alex Da Kid write a hit song. To inspire Alex, Watson analyzed music to find insights in lyrics and tempo, and read a bunch of news and social media to find cultural themes likely to resonate with a wide audience. The result of the collaboration was "Not Easy", featuring X Ambassadors, Whiz Kalifa, and Elle King, which hit #6 on Billboard.

PRESS: GQ, Forbes, Billboard, Fader, TechCrunch, Engadget, Mashable, Fast Company, The Irish Times, Business Insider, Yahoo

AWARDS: The One Show Shortlist, Cannes Lions Bronze, 4A's Partner Awards

ROLES: Concept and Creative Direction in partnership with Aaron Mosher

CCO: Teddy Lynn, ECD: Jeff Curry, Creative Directors: Viktor Jacobsson and Jens Sjobergh, Copywriter: Tyler Carrington, Art Director: Chad O'Connell, Designer: Alvaro Masa, Producers: Sarah Pascale, Mungo Maclagan, Steve Ford, Kari Masi