IBM x Ferrari

IBM x Ferrari — Fred Vasseur, fireside portrait

Intent

Ferrari team principal Fred Vasseur on stage for IBM in Montréal, and the full gallery in IBM's hands the same afternoon.

IBM is the official fan engagement and data analytics partner of Scuderia Ferrari HP, and it built a morning in Montréal around that partnership. Rob Thomas of IBM and Ferrari team principal Fred Vasseur sat for firesides in front of 140 guests, simulators and interactive stations alongside. I shot it for stills and motion both, the executive moments close and the room around them. The gallery reached IBM's communications team the same afternoon, cut to the pictures that carried the morning, and the recap film followed from the same coverage.

Creative direction01
Photography02
Post-production03

2026

IBM x Ferrari — Fred Vasseur on the dome stage
IBM x Ferrari — The dome, Ferrari F1 car on the curved screen
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 on IBM's partnership with Scuderia Ferrari HP.

  • Recap film

    03

    Cut from the same morning

    "Très très cool vidéo" (Nicolas Fiore, IBM).

Related reading

The thinking behind the work.

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