What if you could see inside a musician's mind while he's performing?
We used technology to translate those emotions, those unique feelings, the magic of music into a visual art experience.
The Story Behind The Project
Our collective of creatives used to work together in the same agency but wasn’t getting the kind of truly creative opportunities we all yearned for. Matt, our CCO, started a programme to give us creative freedom by connecting our individual and collective talents with those of unsigned musicians – a kind of creative exchange.
That's how we met the highly talented Ligeti Quartet, formed by four classical musicians, united by their fascination with the music of György Ligeti who was renowned for his complex compositions that merged music with the soundscape and is best known for his work in the soundtrack for Stanley Kubrick’s 2001: A Space Odyssey (1968), Heat (1995) and Shutter Island (2010).
Using the brief that the Ligeti Quartet’s mission is to let audience easily enjoy this incredibly complex music, we all conceived very similar ideas so we began to collaborate on a single creative concept – use data to beautifully visualise the audible.
After some proof of concept testing, we fitted each of the musicians with a Mindwave headset which detects EEG power spectrums within their brain, and their attention and meditation levels. The headset was connected to NeuroSkyLab software, which converted their real-time brainwave frequencies into CVS data. We then used that data to generate a visualisation of each musician’s thought patterns as they played, as well as a combined data set of their collective minds.
The whole project was done after hours, late nights, and weekends, using our own equipment and combined skills and experience in pre-production, lighting, filming, and post. Principal photography was done in a single (very long) day in a large warehouse we rented in East London for £100. Because the agency disbanded the creative department and we ended up working in different agencies around the world, the project was a slow burn in post-production as Alex, our incredibly talented Motion Designer, kept working on the data visualisation and the final edit whenever he could over the course of many months.
In the end, the film is a great testament to the power of the collective creative mind and a reminder that all any creative wants to do is bring inspiring and original ideas to life. And we recommend everyone check out ligetiquartet.com.
Awards & Mentions
ADC (The Art Directors Club Global) - Special Mention
The Drum - Creative Work Of The Week (5th of all time)
Awardeo TV by Vimeo - Video Of The Week
Vega Digital Awards - Gold for Innovative/Experimental Online Video
Vega Digital Awards - Silver for Science/Technology
To get noticed in London Adland is no easy task. Then how could you grab Creative Directors' attention in such a crowded place? It's simple: you tell them the only thing they would listen to. You tell them they've won an award. But it has to be not exactly you to tell them. It has to be Adweek to do it. So you mock up their website, write a fake article about London's best agencies, make up a fake Editor In Chief who writes to every Creative Director you want to get in touch with and tell them they've made it to the list of best ass-kicking CDs you've just nominated and, when they click on their name, you redirect them to your website and promise that you're the person who can bring them the next award they're looking for. Introducing "One More Bravo", a self-promo project I made with Andrea Foresi, my partner in crime.
SACRIFICE A CIGARETTE (WUNDERMAN UK, 2014, INTEGRATED)
Nicotinell gum and lozenges help smokers quit. In the UK, the market is saturated with competitive products with similar names (creating ‘Nico-confusion’), so Nicotinell needed to cut through with a different strategy and creative approach, rather than common messages about the health benefits of quitting.
Every smoker knows there are one or two daily habitual cigarettes they can do without. Rather than focus on the obvious health benefits of giving up, this campaign highlighted the seemingly trivial benefits that could lead to bigger and better things - each step improbable, but possible – from just quitting just one cigarette. For example, when you don’t have that cigarette while walking your dog, you have a free hand to wave at a neighbour, get invited inside for tea and cake, make a new bestie, find out he works for the space program, and select you to walk on the moon. Because great things can happen when you sacrifice a cigarette.
The campaign included three online films (also used for pre-rolls and social content), digital media, print and responsive website.
The three films had over 2.6 million unique views and an astonishing video completion rate of 68%.
The campaign has already featured on Ads Of The World, Little Black Book Online and David Reviews (where it received 5-stars). The Drum re-posted the ‘Moon’ film as ‘Ad of the Day’.
MEET FABIO LOUS (WUNDERMAN UK, 2014, DIGITAL/INTEGRATED)
Convince app developers not to underestimate Windows Phone market place and eradicate the belief that there’s no money/fame/success in it.
We showed them what they were missing out. We created Fabio Lous, the amazing developer who made it porting his apps to Windows market place. He’s the most unlikely successful man ever but, believe it or not, he’s now the man, the one you would be like if you were a developer. To achieve this, we’ve created a whole world made of videos, websites, memes, gadgets and banners. Everything is opulent and lavish, but also very hilarious and funny. It’s fabulous. He’s Fabio Lous.
On 20 March 2015, a total solar eclipse hit Western Europe and was clearly visible in the UK. A solar eclipse is a pretty rare astronomical event. In fact, the next one to be seen in Great Britain is expected in 2090. For this peculiar occasion, The Sun decided to seize the opportunity and come up with some instant advertising.
The Sun has always claimed to be the best tabloid newspaper in catching up with the latest news regarding topical events, sports, showbiz, celebrities, etc.
To underline this, we played with The Sun Facebook page and the brand name itself by following the solar eclipse phases live. So, as the eclipse was physically taking over, we changed the page cover accordingly, showing how "The Sun" was actually leaving place to "The Eclipse".
DON'T IGNORE BLOOD (WUNDERMAN UK, 2015, DIGITAL)
Develop digital ideas to extend Grey's ATL concepts, based on shocking images and strong key visuals.
People tend to underestimate bleeding gums, so what if we showed that blood (and the risk related to ignoring blood when brushing) in unexpected contexts?
ASK FOR APP (WUNDERMAN UK, 2014, DIGITAL)
Developers don’t build Windows Phone apps because they don’t think there’s a market for them.
We show developers how much people are clamouring for Windows Phone versions of their apps. When people visit the Windows Store on their phone looking for an app we don’t have yet, we tell them. Normally the Store returns a “not found” message.
Using a simple update to the Store, we add a tab that reveals that the app exists – it’s just not on Windows Phone at the moment. But if the user taps the “ask the developer” button, we’ll contact them on the user’s behalf. This works because it’s “marketing at the moment of truth”.
We’re communicating with users exactly at the time when they’re most receptive to our message. And it means we can convert their disappointment into a feeling of satisfaction that we’re doing all we can to fix this problem. The developers will receive emails from Microsoft revealing the number of requests they’ve had for specific apps (or app categories, like picture messaging, say) to be ported to Windows Phone. The emails contain strong CTAs to download the SDK. The data we build up can be turned into infographics, blog posts etc, which can then be used for content marketing among the developer community.
We also use banners to solicit requests for apps, or to say how many people are asking for Virtua Tennis to appear in the Store. Using #PortItNow, we get people to go social about how much they want certain apps to be carried over to Windows Phone.
DON'T BLAME FOOD (WUNDERMAN UK, 2014, DIGITAL/INTEGRATED)
Highlight the fact that Sensodyne is the only toothpaste clinically proven to treat tooth sensitivity.
People suffering from sensitive teeth think food is responsible for their pain and tend to blame it. Using different digital executions we created an integrated campaign that restores food reputation. Don’t blame food for your sensitive teeth. Treat them with Sensodyne.
DON'T TRADE ONE BAD HABIT FOR ANOTHER (WUNDERMAN UK, 2014, PRINT, DIGITAL, ONLINE)
Sticking to a correct diet can be very hard when giving up smoking. Nicotinell Support Icemint Gum helps you manage craving whilst quitting.
"Don't trade one bad habit for another". A series of iconic visuals and a web page with useful tips are helping Brits to give up smoking without giving in to weight gain.
See the full website here.
PUREPLUS (WUNDERMAN UK, 2014, ONLINE/DIGITAL)
With Pureplus, a technology that turns natural gas into liquid, Helix Ultra is the most innovative car lubricant in the market.
To highlight this, we came up with a stateof-the-art website that gives the idea of the transition while the user is scrolling down the website.
THE INVISIBLE MAN (WUNDERMAN UK, 2014, DIGITAL/INTEGRATED)
Small businesses not using Bing Ads are missing out on their best customers.
To dramatise this, we’ve created a campaign entirely based on invisibility, a concept that involved an interactive use of DM and a clever use of EM.
To dramatise the risk of invisibility that many SMBs are running, we turned the standard “download images” line into a more compelling message. This piece wants to prove how even the smallest bit of content can be used in a disruptive but consistent way.
GESTIONE CANALI SOCIAL DI DIVERSI CLIENTI ITALIANI E INTERNAZIONALI
Una selezione dei contenuti e dei progetti realizzati per i clienti di cui curo, o ho curato, i canali social.
Star Wars - The Force Awakens
San Carlo - Italia-Germania Euro2016
San Carlo - Salone del Mobile
San Carlo - 25 aprile
Scotch-Brite - Ricette Extreme
DRIVERLESS CAR: REINVENTING THE WHEEL (WUNDERMAN UK, 2015, PRINT)
To celebrate the arrival of driverless cars in the UK market, The Drum asked the most important British agencies not to reinvent the wheel, but to re-imagine the best and most iconic ads from the MadMen era and to give them a 'driverless taste'.
We proved, one more time, that Volkswagen is a problem solver. From now on, the drink and drive issue is gone for good.
Too ugly for just one drink.
Let’s face it. This car looks horrible. I can barely stand its sight. I need not one, not two, but at least four drinks before I find the courage to jump in.
Do you think I don’t notice people looking at me like an alien when they see me inside this doohickey? Do you think it’s easy to drive ‘Its Ugliness’ every single day?
Well, actually it is, because it’s the new Volkswagen Beetle with driverless technology. It literally drives itself.
Radar sensors dotted around the car monitor the position of vehicles nearby.
Video cameras detect traffic lights, read road signs and keep track of other vehicles, while also looking out for pedestrians and other obstacles.
Lidar sensors help to detect the edges of roads and identify lane markings by bouncing pulses of light off the car’s surroundings.
And ultrasonic sensors in the wheels can detect the position of curbs and other vehicles while parking.
Finally, a central computer analyses all of the data from the various sensors to manipulate steering, acceleration and braking.
With the truly horrible Volkswagen Beetle, I don’t need to see what’s going on around me and I can focus on something better looking, like the fantastic minifridge I just installed.
Drink and drive? I say yes.
I drink, this monstrosity drives.
8 HOURS OF HAPPINESS (WUNDERMAN UK, 2015, DIGITAL)
Highlight the fact that Oilatum is the only product that is clinically proven to relieve baby's eczema immediately and up to 8 hours.
We came up with different territories, each focusing on a different angle.
For example, search engines. Likely, Google is one of the first places a mum with a baby suffering from eczema will visit, even doing image searches to ‘self diagnose’. This represents a huge opportunity to immediately bring our product into the mum’s eyes. We did it through different executions, all dramatising the fact that Oilatum is there to help when you look for help: by placing the product amidst the results of an eczema image search, by owning the whole first line of results for a specific search (our primary claim), by showing our product when mums click on a thumbnail to expand it, or even by building a message through the related images. To make this idea even more solid, we created a series of retargeting banners based on what you just googled.
Speaking about search engines, we also found another interesting insight: Google's page 2 is a place we only go when we're desperate for an answer we can't find at the first attempt. So let's 'own' the second page results and build a story through its links.
Another angle worth looking at is the fact that 8 hours of relief for the baby mean 8 hours of peace of mind for the mum, so why not give her a free virtual gift card with 8 hours worth of content (Netflix, Spotify, Amazon Prime)?
Last but not least, we created the first tweeting bottle ever.
Of all the influential mum bloggers, we find the few who have a baby suffering from eczema, and send them the first tweeting emollient cream ever.
Every time they press the dispenser to release the product, it tweets that they’re giving relief to their baby. A very simple GSM tech turns the bottle into a social amplification tool.
On first use, the device asks the ‘tester’ to allow the bottle to tweet on her behalf, so from then on she can instantly share with the other mums that she’s relieving her little one with Oilatum.
Milano, dicembre 2016
Il brief più temuto da tutti i creativi, quello che non vorresti mai si posasse sulla tua scrivania, neanche per sbaglio: gli auguri di Natale. Quest'anno è toccato a me e al mio Art e, mentre ci lavoravamo, non riuscivamo a fare a meno di pensare a quanto ci avrebbe fatto comodo un generatore automatico di auguri, così lo abbiamo inventato.
Il nome si rifà al payoff di agenzia di A-Tono (The World In Your Hand) e il tone of voice ironico ma utile incarna in pieno lo stile dell'agenzia.
Questo generatore nasce quindi con l'intenzione di aiutare chi, come noi, si ritrova ogni anno a dover pensare a decine e decine di auguri che non ha voglia di scrivere. L'obiettivo era quello di sorprendere clienti, prospect e fornitori, lasciandoli a bocca aperta ma mai senza parole.