Found’s launch film for IBM’s NorthPole AIU Chip fuses industrial design with cinematic visuals.
3D Motion Design studio Found, in collaboration with Map Project Office, has created a launch film for IBM Research that reveals the revolutionary NorthPole AIU chip, a significant advancement in AI hardware, alongside Map’s minimalist server units, designed with industrial precision.
Structured as a series of modular sequences, the film takes viewers on an insightful journey from the expansive data centre to the heart of the unit, revealing the cutting-edge chip within. Seamless transitions between orthographic and isometric camera angles emphasise precision, power, and sophisticated industrial design principles.
Designed by Map Project Office, the server units embody a refined minimalist language. Decisions around colour, material, finish, and form were central to the design process. By integrating real-world material samples and prototypes, Found developed a digital representation of the chip, cards, and server units that closely mirrors the manufacturing process, bringing accuracy and tactility to the film.
During the research and development phase, Found explored how shadow dynamics and controlled overexposure could enhance perception and elevate the viewing experience. Light was used not just to illuminate, but to create a variety of immersive transitions between product elements.
The resulting film is a refined, cinematic showcase that reflects both IBM’s technological innovation and Map’s minimalist design philosophy.
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Credits:
Film: Found Executive Creative Director: Clayton Welham Production Lead: Sophia Georgiou Massaro Designers: Georgi Chalakov, Hannah Willcocks Instagram/Twitter:@found_studio Vimeo:vimeo.com/wearefoundstudio
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Found’s launch film for IBM’s NorthPole AIU Chip fuses industrial design with cinematic visuals.
3D Motion Design studio Found, in collaboration with Map Project Office, has created a launch film for IBM Research that reveals the revolutionary NorthPole AIU chip, a significant advancement in AI hardware, alongside Map’s minimalist server units, designed with industrial precision.
Structured as a series of modular sequences, the film takes viewers on an insightful journey from the expansive data centre to the heart of the unit, revealing the cutting-edge chip within. Seamless transitions between orthographic and isometric camera angles emphasise precision, power, and sophisticated industrial design principles.
Designed by Map Project Office, the server units embody a refined minimalist language. Decisions around colour, material, finish, and form were central to the design process. By integrating real-world material samples and prototypes, Found developed a digital representation of the chip, cards, and server units that closely mirrors the manufacturing process, bringing accuracy and tactility to the film.
During the research and development phase, Found explored how shadow dynamics and controlled overexposure could enhance perception and elevate the viewing experience. Light was used not just to illuminate, but to create a variety of immersive transitions between product elements.
The resulting film is a refined, cinematic showcase that reflects both IBM’s technological innovation and Map’s minimalist design philosophy.
_______________________________________________________________________________
Credits:
Film: Found
Executive Creative Director: Clayton Welham
Production Lead: Sophia Georgiou Massaro
Designers: Georgi Chalakov, Hannah Willcocks
Instagram/Twitter: @found_studio
Vimeo: vimeo.com/wearefoundstudio
Client: IBM Research
Instagram: @ibm
Design: Map Project Office
Instagram: @mapprojectoffice
Audio: Father
Instagram: @father_sound