Who is… Watson? The Day AI Went Prime Time

B2B has a bad habit of leading with features and speeds. Sure, some do it better than others. But it’s still product front and center, just done in a cleverer way. It was time to buck that trend.

Our audiences are people first, B2B buyers second. They’re getting younger, bringing fresh perspectives, and using LLMs for answers – making built-in brand trust key to winning. Asking clients to “be brave, not boring” is a big ask. So, we put our money where our mouth is to prove a story-based approach to B2B marketing actually works. ‘Who is… Watson? The Day AI Went Prime Time’ isn’t an IBM commission. It’s an ode to brand storytelling (before it was a thing). A short documentary detailing the brilliant people who bet a company’s global reputation on moving AI from lab to living room through its historic win on gameshow, Jeopardy! IBM Watson’s story was the perfect vehicle to showcase our storytelling ambitions. And with Celia Aniskovich at the wheel, this was THE opportunity to show how brand, technology, and human ingenuity create lasting impact. After an advanced screening at this year’s Cannes Lions, we held premieres across New York, San Francisco, and London to maximise momentum and reach. Unlike traditional releases, we fully integrated digital and in-person channels as part of an ABM-style approach to relationship building and promotion. ‘Who is… Watson?’ is proof that a repeatable model for documentary-grade B2B content exists. And the business we’ve already driven only reaffirms our belief.