IBM x Ferrari

An IBM client event built around its Ferrari partnership. Ferrari principal Fred Vasseur on stage at the SAT in Montréal, the gallery delivered the same afternoon.

IBM x Ferrari — Fred Vasseur, fireside portrait

Intent

An IBM client event built around its Ferrari partnership. Ferrari principal Fred Vasseur on stage at the SAT in Montréal, the gallery delivered the same afternoon.

IBM built its F1 Surround event at the SAT in Montréal to bring clients closer to its Ferrari partnership. Rob Thomas of IBM and Ferrari team principal Fred Vasseur sat for firesides in front of 140 guests, with simulators and interactive stations alongside. I covered the executive moments and the room around them. The gallery reached IBM's communications team the same afternoon.

Creative direction
01
Photography
02
Post-production
03

2026

IBM x Ferrari — Fred Vasseur on the dome stage
IBM x Ferrari — A Ferrari listening station
IBM x Ferrari — The dome before doors
IBM x Ferrari — IBM and Scuderia Ferrari HP on stage
IBM x Ferrari — Vasseur with the Ferrari team
IBM x Ferrari — The car, wireframed across the dome
IBM x Ferrari — The room in Ferrari red
IBM x Ferrari — Fred Vasseur, fireside
IBM x Ferrari — Forza Ferrari on the floor
IBM x Ferrari — Scuderia Ferrari HP, rendered

Results

What the work shipped.

  • Same day

    01

    Gallery delivered

    Executive highlights in IBM's hands the afternoon of the event.

  • 140

    02

    Guests hosted

    A morning built around IBM's Ferrari partnership at the SAT.

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