IBM x The Masters

IBM took over Madison Square Park for a first-of-its-kind Masters at Madison Square Park experience, running April 9–12. We brought the Masters to fans by recreating several iconic moments from the tournament—helping people feel closer to the game. From replica holes on an AI-powered simulator to authentic touches like wayfinding signage, azaleas, umbrellas, and more, fans could watch the action live all weekend, plus explore limited-edition merch and themed food and drinks.

For nearly 30 years, IBM has been the digital innovation partner of The Masters, shaping how fans experience the tournament around the world. To bring that story into print, we created a series of ads that highlighted how IBM’s AI-powered digital platform surrounds every shot with insight—giving fans deeper context, smarter perspectives, and a closer connection to the game. The work translated complex technology into elegant, iconic Masters storytelling, reinforcing IBM’s role in elevating the fan experience without ever distracting from the magic of the tournament.