Ever wondered what music would look like if it were to be visually shaped? Say no more and hold our beer, cuz’ we’re about to consult our archive. There’s an intimate link between music and visual art. See, there was Grolsch’s project “Awake Your Curiosity Experiment” in which neuroscientists analyzed how brainwaves behave around music. Then, a series of experts translated these waves into splendid visual projections. The music perfectly merged with art and so, it gave birth to a form of lively visual art that bloomed in an intense explosion of vivid colors.
Yet, you don’t have to “open up the brain” to see how music looks like. Take, for example, Sir Simon Rattle conductor, who magically managed to contour the looks for the London Symphony Orchestra by using only his scenic moves. While he guided the orchestra on stage, his moves were recorded. Once stored, these moves were translated in a visual language that speaks and reflects the emotions, passion, and spirit of the orchestra.
You’d think that we had enough with music and visual arts. Well, we haven’t. When it comes to this impressive duo, we just can’t get enough. So, we stumbled upon another amazing project that presents a perfect marriage between music and art. “See the Music” is part of our weekly #ThrowBrandThursday column and comes as a reminder to us all that music truly has the power to awaken the creative side of each and every one of us.
The project was made for The São Paulo State Symphony Orchestra (Osesp) by Talent Marcel agency and it took form to show to us all how iconic music composition can be transformed into visuals. Thanks to 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. This caused a unique kinesthetic experience for the spectator.
The campaign explored the new possibilities of artistic manifestations enabled by technology. Thanks to Bluetooth technology, a gyroscope, and an accelerometer installed in the baton, which were able to work together to communicate with software with 13 thousand lines of programming, created especially for the project, they captured the movements. The software’s intelligence handled the decoding of different types of gestures, turning them into visual works of art.
“The role of the conductor is to be the composer’s messenger, bring that narrative to the orchestra and, through the musicians, to the audience. The idea of “See the Music” is to capture the energy of performance and materialize it into paintings so that people can absorb them in a different manner”, explained the Maestra.
“Musical works that are transformed into paintings, that become an exhibit, that unfold into products, that add and create value. An action that was only made possible because we brought together the inspiration of Marin Alsop with the accuracy of the technology,” Rodrigo Lugato, Creative Director for Talent Marcel and one of the creatives behind the project, kindly added.
The paintings born from the hands of the conductor were exhibited at a vernissage. Once the exhibition ended, all of the artworks were actioned, with all the money going to the educational and artistic activities of the orchestra and its groups.
Agency: Talent Marcel
Title: Música para os Olhos
CCO: João Livi
Creative Directors: Sleyman Khodor e Rodrigo Lugato
Interactive and Creative Director: Marcello Droopy
Creative Team: Paula Keller Perego, Danilo Carvalho e 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 e 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
Artistic Direction: Lourenço Schmidt e Fernando Rojo
Production: Equipe Antfood
Director: Christiane Rachel e Renato Castro
Client Approval: Executive board and Communications of Fundação Osesp