Sound Thinking oriented for LAB
One of the world’s most notorious music magazines, NME, in partnership with the advertising agency DM9Sul, instigated us to create ads inside a website with no media placement: Sound Cloud.
How to combine sound and graphic design to create a new type of media?
Using the Sound Thinking Method, we brought together the agency’s creatives, audio specialists and digital platform experts.
The team’s mission was to search and find a way to transform the website’s music sound waves into ads. After an exhaustive experimental research, we found out that it was possible to unite and manipulate the graphic shape of a sound wave with its real sound, opening a unique creative gap in Sound Cloud’s platform: the possibility of writing in the website’s music sound waves.
We sculpted an entire alphabet inside the sound waves where each letter had its own soundtrack.
With these letters, we created a variety of sound vignettes to spread NME’s brand inside the songs. NME is known for launching new bands, and the project got in touch with uprising artists.
Each time an artist published a new song on Sound Cloud, he was expanding NME’s brand perception. Inside his own sound wave.