IBM Madrid: A Smarter Emergency Response

IBM helped Madrid’s first responders reduce emergency response times by 25%—a leap forward in public safety. To bring that story to life, we created an immersive, nonlinear documentary experience that puts users at the center of the action.

The interactive film follows Madrid’s police, fire, and ambulance teams over a single high-stakes night. Users choose which crews to follow as real emergencies unfold—everything from a raging fire to a bomb scare to a soccer riot. Live data from the city’s emergency command center is layered over an interactive map, offering a dynamic, first-person view of how IBM technology powers a smarter, faster response.

The effort was recognized with a Cannes Lion, celebrating its innovative storytelling and impact.

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