The Ask

Ogilvy wanted creative uses of IBM Cloud, using real-time US Open tennis data.

The Answer

Working with Tool of North America, Colossal pitched an idea that turned live match data into music.

The Result

LCD Soundsystem’s James Murphy joined to compose the tracks. The project trended on Twitter, made headlines in Vice, Rolling Stone, and Pitchfork, and was praised as Cannes-worthy. You can still explore the project at sessions.usopen.org.