Client: IBM

Served as Lead Producer for IBM's AI Sports Club activation at SXSW 2025 and 2026, overseeing the end-to-end production of an immersive brand experience that showcased how AI is transforming the future of sports fandom.

In 2026, as the official sponsor of SXSW's Tech & AI Track, IBM transformed a hotel meeting space into an interactive destination that explored the intersection of artificial intelligence, motorsports, and fan engagement. Centered on IBM's partnership with Ferrari Scuderia HP, the experience invited attendees to step into the world of Formula 1 through immersive storytelling, hands-on technology, and gamified experiences.

A marquee feature of the activation was the Ferrari F1 Simulator, where guests tested their driving skills in a high-performance racing experience. Behind the scenes, attendees discovered how IBM watsonx and other AI technologies power the same digital ecosystem IBM uses to help Ferrari connect with its global community of more than 400 million fans through the Scuderia Ferrari app.