Sprint tasked my team at RadicalMedia with creating a live brand event around the launch of the new HTC1 Harmon Kardon Edition phone.
The goal of the event was to highlight the mobile device's new audio-processing software feature and high quality speakers developed in partnershp with Harman Kardon Audio.
So to showcase the new audio features we produced a unique technology-driven participartory audience experience where Pharrell performed two of his hit tracks over a backup band comprised of 480 HTC phones.
A group of lucky Sprint customers and NYC Influencers were invited to the event where they used the new phone to interact with the artist and become a part of the performance itself.
Participatory Musical Performance /
Synced Multi-Device Animations
In addition to each audience member's HTC device playing a particular instrument or stem from the Pharrell track, they also became a pixel in a dynamic tapestry of colored light patterns that animated across the crowd in sync with the music.
Each part or loop within the track was directly represented by a particular animated grid pattern within the audience and on a large custom LED Light Installation and LED Screens within the space.
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The audience was divided into groups, each group forming a pixel on a large grid of squares.
This created an experience where they felt directly connected to each other and the artist, making them a key part of audio/visual performance itself.
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To amplify the audience experience, I designed a large custom LED array that raked out over the crowd. This directly reflected in realtime the animated patterns moving across the phones in the audience and the lighting design of the performance.
Each grid on the LED array above corresponded to a group of 12 phones below - integrating the audience members directly into the show itself through the featured product.
Event Branding
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