IBM z17

Behold: IBM’s most powerful mainframe, the z17. To help introduce this beautiful piece of mechanical muscle to the world, we created a classic :60 film and five 10-second feature abstractions, showcasing its unmatched performance, multi-modal intelligence, and security features.

The sum of its parts

How does a machine process each byte to drive transactions or surface life-saving patient data? How do you visualize that happening at speeds beyond human perception?

These were the questions we explored when IBM challenged us to bring their z17 mainframe to life.

We start off with data; millions of particles rippling in sync, hinting at something more powerful underneath. The machine is taken apart piece by piece; each component emerges and activates, its anatomy detailed into a 2D blueprint. Then parts of a greater whole, everything clicks together into a single perfect unit, the z17.

The devil’s truly in the details — the final result comprises over 500K assets and every pixel was made to count.

A visually-tactile experience

Visualizing abstract concepts like data and security was both a technical and creative feat. As our ways of work and play become more virtual, tactility becomes a cue for what’s safe, steadfast, and trustworthy—something solid in an intangible world. Our approach places that idea front and center, emphasizing the z17’s industrial design and materiality.

Unlike its cloud-based counterparts, you can palpably feel the power of this mechanical beast in every frame. More than just a product showcase, this is an ode to industrial engineering at its finest.

Process and R&D

Our R&D process was focused on abstracting the z17’s complex capabilities into visuals that are both conceptually accurate and unmistakably IBM. We collaborated closely with IBM engineers through countless iterations, especially around the challenge of making data feel tangible (without looking like sand). Behind every shot is a team dedicated to capturing every nuance, and like the z17, the film is a collective effort that is greater than the sum of its parts.