The São Paulo State Symphony Orchestra (Osesp) launched “See The Music”, a project that transforms iconic compositions into pieces of art. From a chip installed in maestra Marin Alsop’s baton, the movements captured as she conducted works such as Beethoven’s 5th Symphony, were mapped and transformed into paintings, causing a unique kinaesthetic experience for the spectator.
Besides offering such a sensation by transforming musical pieces into objects, the “See The Music” project also explores the new possibilities of artistic manifestations enabled by technology. Via bluetooth, a gyroscope and an accelerometer installed in the baton, communicated with a software with 13 thousand lines of programming, created especially for the project, which captures the movements. The software’s data intelligence handles the complete decoding of different types of gestures, from the lightest to the more vibrant and energetic ones, turning them into paintings.
Authors such as Debussy, Mozart and Tchaikovsky, among others, will have small excerpts of their most prominent works captured and transformed into works of art.
This professional campaign titled 'See The Music' was published in Brazil in May, 2019. It was created for the brands: Orquestra Sinfônica do Estado de São Paulo and OSESP, by ad agency: Talent. This Experiential medium campaign is related to the Music and Recreation, Leisure industries and contains 1 media asset. It was submitted over 4 years ago.
Advertising Agency: Talent Marcel, Brazil
CCO: João Livi
Creative Directors: Sleyman Khodor, Rodrigo Lugato
Interactive and Creative Director: Marcello Droopy
Creative Team: Paula Keller Perego, Danilo Carvalho, Guilherme Serato
Photos: Mario Coelho
Final Art: Ingo Santos
RTVC/Agency Production Team: Santa Transmedia
Assistent Director: Thatiane Almeida
Director of Photography: Luiz Augusto Moura
Executive Producer: Renata Munaretto
Client Services: Elisa Mello
Client Services Assistent: Bruna Custódio
Production: Hanna Moura
Editing: Diogo Comum, Julian Eduardo
Post-production: Santa Post
Color Grading: Liquor
Finalization: Roberto Neto
Electric Engineer: André Aureliano Biagioni
Designer: Gilmar Alves Magalhães Júnior
Sound Production: Antfood