Ogilvy wanted a presence for IBM Watson at the US Open that would deliver an exceptional cognitive experience, and enable fans to discover their inner tennis star. TH completely transformed an existing garage space into a beautiful, hi-tech experience. Guests interacted directly with IBM’s incredible Watson computer system at multiple cognitive photo booths. They spoke directly with Watson and watched as it’s world-class AI technology analyzed their conversation to create a personal portrait for each. They were also able to see how they stacked up to the personalities of some of their favorite tennis stars. Over 4000 guests had an amazing time interacting with one of the most powerful artificial intelligences in the world and took home their own customized portrait.