For IBM’s “Data Baby” commercial, I contributed design and writing to a spot that turned abstract information into something deeply human. The concept was simple yet powerful: show how data, often invisible and overwhelming, can instead feel nurturing and protective.

The film depicts a newborn surrounded by a flowing, luminous “blanket” of data — a visual metaphor for how technology monitors vital signs and safeguards life. Our approach emphasized warmth, intimacy, and clarity rather than hard science or interfaces. The result was a piece that communicated IBM’s vision of a smarter, more human-centered planet by transforming raw data into something poetic and emotionally resonant.