The world of STEM (science, technology, engineering, mathematics) suffers from a lack of diversity in its students and workforce. IBM has a history of encouraging diversity that dates back to 1899, but there’s low awareness of this outside the company.
We leveraged IBM’s role in the amazing true story of 20th Century Fox’s Hidden Figures as an opportunity to rewrite history, and reveal missing role models that the next generation desperately needs.
We partnered with The New York Times’ T Brand Studio to create an augmented reality app that placed virtual statues of our ‘hidden figures’ in 150 geo-fenced locations across America. We told each figure’s story with immersive audio, video, historical imagery and written biographies.
A partnership with Vanity Fair, and an on-site activation at CES, the world’s biggest tech conference, allowed us to spotlight the heroes working in STEM today.