IBM Fractal Fest | IBMblr | Benoit Mandelbrot | Creative Director | Ogilvy — SAM MAZUR 💥

IBM celebrates its infinite love of fractals.

Known as “God’s thumbprint," fractals are the math formulas discovered by famed IBM researcher Benoit Mandelbrot. His discovery revealed the hidden patterns of nature and inspired a generation of artists and innovators. To celebrate, IBMblr hosted a month-long #IBMFractalFest including dozens of fractal GIFs, a fractal cake, and an application that hacked into the Tumblr platform itself, transforming any blog into one-of-a-kind fractal art.

Awards: Silver Cannes Lion, Webby, Comm Arts

IBM RESEARCH
Fractal Fest

MEDIA
Activation/Social/Digital/Branded Content/Documentary Film/Innovation

ROLE
Concept/Creative Direction/Copywriting

AGENCY
Ogilvy, New York

VIDEO: IBM “Fractal Fest” Case Study

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 nature. He called them fractals.

Fractals changed the way
we see the world.

To celebrate Mandelbrot’s birthday,
we changed the way
the world sees fractals.

We coded our own fractal art
and blanketed it across social media.

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We turned every blog on Tumblr into fractals.

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We premiered this Errol Morris fractals film.

We hosted an AMA on Reddit with two of Mandelbrot's closest colleagues at IBM Research and Yale.

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We even baked a fractal cake. And it was delicious.

It was a Fractal Fest.

Fractal chatter traveled from Tumblr to newsfeeds and influential blogs like Fast Company, The Verge, The Atlantic and Gizmodo.

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