IBM: Calling the Shots

Overview

Originally created to foreshadow a future pairing with IBM’s watsonx.ai, we devised smart table tennis paddles that debuted at their “Calling the Shots” activation at SXSW.

Our creative technologists developed custom software and hardware to calculate serve speed, distinguish between forehand vs. backhand hits, and track general ball trajectory using custom sensor fusion techniques. We also created animations that represented a participant’s “real time game play”, as well as a post-game dashboard that kept track of stats from each game that participants played.

Client:

IBM & GPJ

Industry:

Technology

Services:

Robotics
Mechatronics
Software & Hardware Engineering
Brand Activations
Creative Technology
THE SOLUTION
ibm-ping-pong-programming-software

Technical Details

  • Modular hardware design enabled fast packing, transport, and setup at events of any scale.
  • Flexible software system supported new content or scenario updates without code revisions.
  • Optimized footprint integrated smoothly into trade-show booths, conference environments, and mobile demos.
  • High-throughput interaction flow kept guest lines moving during peak traffic hours.
  • Built with durable touring cases and documentation for effortless operation by IBM or partner teams.

Versatility & Deployment

The Calling the Shots experience was designed for easy transport, quick setup, and seamless operation at events of any size. Its modular build and flexible software allowed IBM to refresh content, update scenarios, or rebrand the activation without major redevelopment. With a compact footprint and durable touring cases, the system integrated effortlessly into trade-show booths, executive spaces, and mobile demos, giving teams a scalable, ready-to-deploy solution for future campaigns.

the execution

Results & Recognition

After an appearance at the Red Hat Summit in Denver, the second phase of the project, now fully integrated with WatsonAi, was on display at the Think 2024 event in Boston and VivaTech in Paris. Now boasting improved swing and hit accuracy, it also enabled participants to have their game play narrated by different styles of AI generated commentators.

Activated in 9 states
Best in Booth
Trade Show Activation

Featured in Sports Illustrated, MSN, ABC and CNBC

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