Lennon and McCartney together. Again!

Impossible is just a made up idea that technology can disrupt.

In 2014, Ogilvy & Mather New York had a powerful briefing: to position IBM Watson in the US. That was one of the first times people would have the chance to explore the amazing technology in Watson to come up with something creative using the power of data. We had only one condition: it had to be big, clever and pop.

To teach IBM's supercomputer Watson who is John Lennon and how to act like him. Songs, films, voice, Yoko Ono, letters, personality, all kinds of data would be placed into Watson's drive so he can bring back Lennon and create a new song with Paul. By the way, McCartney said recently he misses creating with John in a Rolling Stones article.

This job was presented to the IBM's global team in 2015. Watson needed some years to be taught about Lennon so he could compose with McCartney. During this time I became art director for Ford at JWT. The Ogilvy team informed me the project is on hold due to its difficulty to make happen. Still, this idea represents what I believe about creativity in advertising.