IBM's Connected Intelligence Experience is not a single brief. It is ten days of overlapping deliverables: signage going to print, concept work turning into final artwork, animations needed for social, arriving ad hoc and requiring same-day turnaround. When Cureative came in alongside GPJ's production team, the pace was already set.

Briefs arriving daily, through two layers of approval

The workflow was fast and layered. Briefs arrived throughout each day. Cureative fulfilled them the same day. Each piece moved through two approval layers -- first GPJ, then IBM -- before it could proceed. With that volume in motion at once, any delay in execution had downstream consequences across the broader production schedule.

The pillar problem

The most technically demanding piece was the stage graphics. The design had to wrap around structural pillars seamlessly, which meant the artwork could not simply be scaled or repositioned. Cureative obtained the physical measurements of each pillar, worked out how the artwork would map across the curved surface, and built the files to match. A miscalculation at that point would have been visible in the room on the day.

An embedded unit that kept the schedule moving

Over the ten days, Cureative operated as an embedded creative unit within GPJ's team, absorbing volume and solving problems that were not visible on a brief until the work was already underway.