To get the word out about IBM’s cognitive computer Watson and change brand misconceptions, IBM and Ogilvy Toronto teamed up to have Watson make Canada’s favourite meal.

This is a project that started in SXSW with IBM and then was brought to Canada just for poutine. It used IBM’s Watson supercomputer to generate inventive recipe pairing for poutine.

I was tasked to design an experience for their poutine contest to see which poutine recipe would win in Montreal and Toronto respectively. Working within IBM’s design system, I created the experience for how a user would vote and also find out what was in each recipe.


  • Web Design
  • Front end development
  • Strategy