Ogilvy & Mather

New York, United States

Full Service

TitleUS Open Sessions
Agency
Digital Production Company
Campaign US Open Sessions
Advertiser IBM
Brand IBM US Open Sessions
Date of First Broadcast/Publication
Business Sector Business Services
Philosophy

BM and James Murphy Turn Tennis Data into Music

IBM tracks all the data at the US Open. To bring it to life for a millennial, maker audience, we worked with James Murphy of LCD Soundsystem to build an algorithm that translated tennis data like scores and stats into song characteristics like pitch and tempo. So all 187 matches produced their own soundtracks—in real time. It was all generated and played live on a mobile-first experience that served as both a music visualizer and a score tracker. So when fans heard a change in the music, they saw what caused it. By delivering more than 400 hours of original music and an unprecedented technology experience, “Sessions” captured the attention of our target audiences. Fans shared assets like audio files from IBM’s Soundcloud page, while Rolling Stone called the album “glorious.” Not bad for music written by a computer program. 

Media Type Digital
Production Company
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Social Media Strategist
Social Media Strategist
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Executive Director of Integrated Production
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Music Production Company

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