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现场循环 | Live Looper

现场循环 | Live Looper | Downtown Records | 天联 | BBDO
下载原始文件 下载原始文件 JPG | 4000x2836px
基本信息
行业: 文化、娱乐与运动
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Execution
In an era of bedroom rockers, The Academic are super-tight live musicians — so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it actually takes some time before the video pops up on your page — and that you can create an infinite loop-effect by filming your own Facebook page during that live stream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio and visual loop sampler precise enough to loop the song. We rearranged every instrument on the single to fit the length of Facebook’s delay and introduced all the different layers one by one. And to make every musical layer stand out visually we lit the stage in a different color every loop. The whole recording was live and had to be performed spotlessly in a single take — every mistake would be repeated indefinitely. Because we live in an era where everything can be faked, we wanted to prove this was really live. That’s why we started the live stream by Google-ing the current time. The live stream execution itself was really a collaborative effort between three different departments: camera (lighting, grip); media (streaming,); and audio (engineers mixed live and managed musician playback). What is interesting about this project is that we didn’t have to create or fabricate anything new to make it happen we had to push existing “off the shelf” tools and engineers to their limits to execute without error for 6-minutes. The music video ended up on Reddit’s front-page—the one spot money can’t buy. From there, it went viral overnight and was picked up by many outlets. From live TV to renowned (music) blogs resulting in millions of views from all around the world all without any paid media.
CampaignDescription
We created a Facebook Live music video in which we used Facebook’s delay as an audio/visual loop pedal. In an era of bedroom rockers, The Academic are super-tight live musicians — so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it takes some time before the video pops up on your page — and that you can create an infinite loop-effect by filming your own Facebook page during that live stream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio and visual loop sampler precise enough to loop the song. We rearranged every instrument on the single to fit the length of Facebook’s delay and introduced all the different layers one by one. The whole recording was live and had to be performed spotlessly in a single take — every mistake would be repeated indefinitely.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
金奖 品牌体验与激活
Tech-led Brand Experience
戛纳国际创意节 2018
金奖 数字制作
Form > Video / Moving Image
戛纳国际创意节 2018
银奖 公关活动
Co-creation & User Generated Content
戛纳国际创意节 2018
银奖 社交媒体与网红
Content Placement
戛纳国际创意节 2018
铜奖 数字制作
Form > Music / Sound Design
戛纳国际创意节 2018
铜奖 社交媒体与网红
Sectors > Media / Entertainment
戛纳国际创意节 2018
铜奖 社交媒体与网红
Innovative Use of Community
戛纳国际创意节 2018
铜奖 社交媒体与网红
Content Marketing > Social Video
戛纳国际创意节 2018
入围 数字制作
Innovative Use of Technology
戛纳国际创意节 2018
入围 娱乐
Use of Music Streaming Platform or Video Hosting Service
戛纳国际创意节 2018
入围 媒介应用
Use of Branded Content created for Digital or Social
戛纳国际创意节 2018
入围 公关活动
Use of Events & Stunts
戛纳国际创意节 2018
入围 社交媒体与网红
Content Creation
戛纳国际创意节 2018
入围 社交媒体与网红
Low Budget / High Impact Campaign
克里奥奖 2018
银奖 品牌娱乐
Music
克里奥奖 2018
银奖 数字/移动及社交媒体技术
Sound Design
克里奥奖 2018
铜奖 数字/移动
Other
克里奥奖 2018
铜奖 影视
Other
克里奥奖 2018
铜奖 社交媒体
Social Video
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