The First Cognitive Dress
We gave IBM‘s artificial intelligence Watson a makeover that would make Laney Boggs jealous. By partnering Watson with fashion house Marchesa, we created the first dress that thinks, a dress that was able to change and react to real-time social media conversations around it.
We debuted The First Cognitive Dress at the 2016 Met Gala, themed Manus x Machina, landing Watson in fashion’s biggest headlines, shows and even in Henry Ford’s Museum of Innovation.
With the First Cognitive Dress, we put Watson back on the pop culture map and proved that AI can be more than an answer engine, it can be a creative partner.
ADs: Dennis Kung and Juliane Hadem
ECD: Vicki Azarian + George Tannenbaum
2017 Effie for Youth Marketing
Honorable Mention in Fast Company's 2016 Innovation by Design Awards
Induction at The Henry Ford Museum of Innovation