WOMEN OF AI
THE CHALLENGE
IBM Watson wanted to highlight the important role of women in AI while showing its commitment to responsible, inclusive technology. The challenge was to create an authentic, human-centered campaign—one credible enough for The New York Times audience and strong enough to serve as a branded content case study for both partners.
ROLE
As Creative Director, I led the visual and strategic direction for the campaign. I partnered with IBM’s internal marketing teams, agency collaborators, and The New York Times to develop a cohesive creative system—aligning on brand messaging, art direction, and content guidelines to ensure the campaign delivered a clear, meaningful narrative about women driving innovation in AI.
METHODOLOGY
We focused on surfacing real stories and voices that would resonate with enterprise readers and the broader public. I led creative direction across visuals, copy, and content guidelines—making sure the campaign delivered a cohesive experience across ads, editorial features, and digital touchpoints.
IMPACT
The result was a clear, human-centered story about women shaping AI, strengthening IBM Watson’s position as a trusted, inclusive brand. The partnership with The New York Times delivered credibility and reach, and the campaign itself became a showcase for effective branded storytelling used by both companies as a case study.
