A conductor's strokes become art in this orchestra's farewell campaign

Brazil's Osesp worked with Talent Marcel on kinaesthetic experience featuring 'work' of maestra Marin Alsop

Published On
May 30, 2019

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Brazil's São Paulo State Symphony Orchestra (Osesp) has come up with an unusual way to raise funds: it's created artworks from the movements of its conductor's baton.

Working with Publicis Groupe agency Talent Marcel, an engineer installed a chip in maestra Marin Alsop’s baton so that the movements captured as she conducted works such as Beethoven’s Fifth Symphony were mapped and transformed into paintings. The tech involved bluetooth, a gyroscope and an accelerometer installed in the baton that communicated with software created especially for the project, which captures the movements.

The "See the Music" project was designed to commemorate and mark the farewell of the famous American conductor Alsop from the leadership of Osesp. The paintings created will be part of a commemorative exhibit and then will be auctioned on behalf of fundraising for the educational and artistic activities of the orchestra and its groups.

The campaign drops just as another Brazilian effort, from cookware brand Tramontina, made a synesthesia play, allowing consumers to "taste" music they hear on Spotify. 

Credits

Date
May 30, 2019
Client:
Osesp
Agency:
Talent Marcel - Brazil
Chief Creative Officer:
Joao Livi
Creative Director:
Sleyman Khodor
Creative Director:
Rodrigo Lugato
Interactive and Creative Director:
Marcello Droopy
Creative Team:
Paula Keller Perego
Creative Team:
Danilo Carvalho
Creative Team:
Guilherme Serato
Photos:
Mario Coelho
Final Art:
Ingo Santos
RTVC/Agency Production Team:
Santa Transmedia
Director:
1967
Assistant 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
Editing:
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
Artistic Direction:
Fernando Rojo
Production:
Equipe Antfood
Director:
Christiane Rachel
Director:
Renato Castro

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