Hasta La Creative!

Ms. Zurilgen, a grad of Pasadena’s Art Center, has turned out notable IBM work of her own, including the visually stunning “Smarter Questions” campaign that coupled provocative headlines about common business problems with eye-catching graphics. At her previous agency, TBWA/Chiat/Day, L.A. she art directed compelling work for The Grammys and Pedigree. The latter included a hilarious print and broadcast effort that tweaked Pedigree’s signature campaign style of black print, photography and yellow background with funny portraits of dogs with outrageous human smiles.

Although b-to-b isn’t always the bastion of creativity, the pair sought roles at the agency to work specifically on IBM, given its impressive advertising legacy with Ogilvy. All the while, they’ve been having plenty of fun bringing a human story to the brand. “Business people are still people, and you still need to tap into a human connection,” said Ms. Costa. “If someone’s looking to buy a server, they’re looking at it the same way we look at buying cars or vacuums. There’s the logical connection and the emotional one. As long as we get on both of those, we’re successful.”

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