To celebrate the legacy of legendary mathematician and IBMer, Benoit Mandelbrot, we threw a Fractal Fest across social media. Highlights include the Tumblr-hacking Fractalizer, an Errol Morris documentary film, a popular Reddit AMA and plenty of fractal GIFs.
Silver Cannes Lion. Webby, Communication Arts
Ever wonder why a river,
looks like a tree,
looks like a leaf?
So did Benoît Mandelbrot. He's the math whiz and IBM Researcher who discovered the hidden patterns behind all of nature. He called them Fractals.
Fractals changed the way
we see the world.
To celebrate his birthday,
we changed the way
the world sees Fractals.
We coded our own fractal art
and blanketed it across social media.
We turned every blog on Tumblr into fractals.
We premiered an
Errol Morris fractals film.
We hosted an AMA on Reddit with two of Mandelbrot's closest colleagues from IBM Research and Yale University.
We even baked a fractal cake.
It was delicious—and made the cover of Tumblr.
Role: Creative Direction, Copywriting