IBM tracks every piece of match data at the US Open. To bring it to life, we turned the data into 15-second animations on Instagram that went live less than a minute after each set ended. Each told the story of that set through its data – so fans knew immediately why a player was winning, or losing. To create the custom animations in real time, an algorithm helped us choose combinations of animations and colors for every single set. Each video was shared to the IBM Sports and US Open Instagram feeds.

Awards & Recognition: D&AD Yellow Pencil, One Show Gold, Cannes Silver Lion, Google Creative Sandbox, The FWA Mobile of the Day — Awards & Recognition: D&AD Yellow Pencil, One Show Gold, Cannes Silver Lion, Google Creative Sandbox, The FWA Mobile of the Day

The key to success for Datagrams was sharing them with fans in as close to real time as possible. To do this, animators, designers and writers were stationed at the US Open. After generating an animation with a unique design, color and music for every set, the team could post it to Instagram less than a minute after each set ended.