IBM explores the concept of human and systemic friction in this cinematic commercial, titled 'Problems Inspire Us.' The campaign portrays a series of vignettes documenting everyday disruptions, from domestic inconveniences to urban service delays, focusing on the moments that necessitate technological intervention.
The visual approach utilizes a desaturated color palette and dramatic lighting to maintain a consistent, serious tone across diverse settings. The project leans into live-action technique to ground its narrative in relatable, real-world scenarios across the enterprise and B2B software space.
Sound and music for the commercial were composed by Perpetual Motion.
