Who is...
Watson?
The day AI went prime time
A short doc about IBM’s magic marketing moment, presented by Transmission.
It's 2011.
Harry Potter casts his final spell in theaters,
Snapchat lands on smartphones,
and IBM Watson does the unthinkable
– it beats us at our own game.
That year, Watson competed on Jeopardy! and made history by defeating two of the show’s greatest champions.
This is how IBM’s marketing leaders made one bold move that turned AI from abstract business technology into burning cultural sensation.
The team behind it all
Celia Aniskovich
Director,
Dial Tone Films
David Reid
Executive Producer,
Transmission
Ricky Abbott
Executive Producer,
Transmission
Dave Ferrucci
Former Lead Researcher,
IBM
Jon Iwata
Former Chief Brand Officer,
IBM
Sam Palmisano
Former CEO,
IBM
Josh Chertoff
Producer,
Bows & Arrows
Gita Levy
Production Assistant,
Transmission
Ben Altarescu
Producer,
Bows & Arrows
It all starts with an idea
Beyond the set
Enjoy a peek behind the curtain with fun outtakes and pivotal moments from across the project.
Nothing like starting the day with the clap of a slate
Thumbs up all round for another day of filming
It’s safe to say Watson was as bright as a (push of a) button
A little piece of history
Jon Iwata ready for action
The team 😍
It’s a wrap!
Pull up a seat, it’ll be well worth your time
All eyes glued to the TV 👀
A bit of screen-ception going on here
On set... or what’s left of it!
What people are saying
Today, AI is everywhere – but back in 2011, it was still a mystery to most.
This was one of the first times technology showed it could evoke something deeply human. Our story explores the emotion behind that moment and the journey that led to it.
We created Who is… Watson? to put heart back into B2B – moving past transactions to tell stories that connect emotionally and culturally.
This film is a blueprint for how intentional storytelling can shape public perception and elevate bold ideas from CMO concept to cultural touchtone.
Watson playing Jeopardy! demonstrates what Transmission did by underwriting this film. Most firms use marketing money to talk about themselves and their capabilities.
Watson’s TV debut wasn’t an example of IBM talking about its products; in a way, it made a market by showing off its capabilities.
I worked for IBM for 10 years. This movie really captured the feeling of excitement behind the Grand Challenge, and the massive reward in a way normal marketing could never do.
Good brand building requires doing good things – and getting credit for it. Not only did [IBM] conceive the idea, they put the willpower and three years behind it to make the Grand Challenge happen. I just loved seeing that play out.
There’s been a lot of change since Watson’s Jeopardy! debut that’s enabled the experiences we have today. But it all really started there, opening people’s eyes to what was possible.
Who is… Watson? reminded me of how it felt to be a part of that early team, and few parts of my career created that type of emotion.
The film was SO GOOD. It reminded me of an episode of Radiolab (my OG favorite) come to life. And it’s so TIMELY.
I really loved it – hell – I sat and watched the whole dang thing AND sent it to my mom. A great sign!
Who is… Watson? made me think about how brands have lost their path into storytelling. That then got me thinking about how brands can become more strategic in explaining their story and history.
Big screen behind the scenes
Highlights from Who is… Watson? screenings across the globe.
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