What does the aurora sound like?

Client: Huawei
Our role: Owning the original concept
Art Direction
Year: 2018 - 2019

Winning prize:

Task:

To launch the first smartphone with Dual AI, we wanted people to experience the artificial intelligence instead of just communicating its technical features.​

Idea:

While all super-brains, from Stephen Hawking to Bill Gates, just talk about AI, we made the world listen to it – in a “World premiere next level” (Heute.at).​

#Tromso, Norway

With the help of aurora chaser Kjetil Skogli, we luckily captured the valuable northern light scene and immediately work with Huawei's engineers taught AI for translating the light into the melody.

 

#Vienna, Austria

With several rounds of rehearsal with the conductor James Shearman and the orchestra, the show was just ready to go.

 

 

#Cambridge, UK

With the melody that translated from this natural phenomenon, Mark Sayfritz composed the symphony, which is after data models of the great Strauss, Vivaldi, or Smetana.

Visualization:

To authentically show how the AI analyzed the data and translate it into music, we worked closely with the innovative content partner, Unit9, for the motion graphics that presented behind the orchestra, and on all the demo spots.​

The symphony
28th Nov. 2018 Vienna, Austria

We turned a cold piece of technology into a piece of music that touched and wowed people everywhere. Everyone raved like never before about what a mobile can do – in a saturated market.

 
 

Outcome:

The great moment was fully diving into the symphony show in person that day. It feels like being the witness of giving birth to my own baby. From day one to the D-day, from my initial idea that was inspired by a BBC documentary to the Northen light tracing in Norway, then comes to the most magical reaction between the phone and music.

The road was bumpy, but the outcome was fabulous.

Live-streamed: 22 Markets
Media value: € 173 million