Adam Hayes and Kai & Sunny Find Inspiration with IBM
It’s 2015, and in this age we know that the internet isn’t just a series of tubes. But sometimes it feels like maybe we’re just plugged into a digital world through our screens. It can feel difficult to connect with the real world around us, losing an element of tangibility, and finding a lack of inspiration. For their latest community push IBM is trying to reconnect users to that seemingly missing inspiration and to show us how they think. Rather than becoming the neo-stereotypical digital zombies, IBM is showing us that there is still passion to draw from this world. Especially in the digital world.
Through a series of posters, IBM worked with a handful of artists to illustrate where inspiration comes from in our contemporary world. Each artist was paired with a quote for the posters, along with the central word “Think,” using those ideas as fertile ground out of which to grow their ideas. Two B&A artists, Kai & Sunny and Adam Hayes, joined in on the project.
For Kai & Sunny, the quote came from Douglas Rushkoff, a Media Theorist and Author:
“I believe we are migrating toward a networked environment in which thinking is no longer an individual activity, nor bound by time and space.”
Kai & Sunny are a collaborative, creative pair, so it was fitting they would work off a quote about moving together, as a group. Few artists work as closely together as they do, and they have a unique take on how multiple people can work off one another for fantastic gain. “From this [Douglas Rushkoff quote] we created our flock of birds migrating,” explains Kai on behalf of Kai & Sunny. “The birds represent freedom and progression. The idea of working together to achieve more. The campaign word 'THINK' has been created by the coming together of the birds but only for that moment.” Kai & Sunny are working with expectation and viewability. They’ve created a pattern that both makes and hides the message, “Think,” illustrating that what is most powerful can be creative by the collective.
For Adam Hayes, the quote wasn’t so much of a quote as it was a question, and came from Mike Rhodin, the Senior Vice President of IBM Watson Group:
“How do we redesign how we think?”
Adam’s style has always used a combination of technology and puzzles, employing typography to explore space and utility. "My poster mixes mechanical and organic inventions representing a future where man and machine think side-by-side; typeset on a layout of playful letterforms,” says Adam. Bringing the actual quote’s question to life in his poster illustrates the direct question his poster is asking. Combining form and function, we see how the technology works independently of the human mind while being entirely directed by it. In this future we work along side our machines, collaborating and growing together.
To see Adam Hayes’ and Kai & Sunny’s work in context, check out IBM’s “IBMblr,” where all of the posters are featured.