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Live Looper

Live Looper | Downtown Records | BBDO
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basics
Industry: Culture, Recreation & Sport
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
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.
credit
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Agency:
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awards
Cannes Lions International Festival of Creativity 2018
Gold Brand Experience & Activation
Tech-led Brand Experience
Cannes Lions International Festival of Creativity 2018
Gold Digital Craft
Form > Video / Moving Image
Cannes Lions International Festival of Creativity 2018
Silver PR
Co-creation & User Generated Content
Cannes Lions International Festival of Creativity 2018
Silver Social & Influencer
Content Placement
Cannes Lions International Festival of Creativity 2018
Bronze Digital Craft
Form > Music / Sound Design
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Sectors > Media / Entertainment
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Innovative Use of Community
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Content Marketing > Social Video
Cannes Lions International Festival of Creativity 2018
Shortlist Digital Craft
Innovative Use of Technology
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Use of Music Streaming Platform or Video Hosting Service
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Branded Content created for Digital or Social
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Use of Events & Stunts
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Content Creation
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Low Budget / High Impact Campaign
Clio Awards 2018
Silver Branded Entertainment
Music
Clio Awards 2018
Silver Digital/Mobile & Social Media Technique
Sound Design
Clio Awards 2018
Bronze Digital/Mobile
Other
Clio Awards 2018
Bronze Film
Other
Clio Awards 2018
Bronze Social Media
Social Video
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