Open Sound
Marketing / Film / Digital Product
Our love of music led us to look much closer at how sounds are used to create melodies. Together with Tokimonsta and DJ Salva, we explored the process of music-making through field recording, by which we capture raw sounds from environments and turn them into instruments. Open Sound is an incredible 13-part documentary that follows Tokimonsta and DJ Salva around LA, New Orleans, and NYC as they capture everyday sounds, which they then take to the studio to make unique music. The result is an exclusive tracklist of instrumentals that also got dissected into a music-making platform where fans got to make their tracks on a browser-based app.
Credits:
Jeremy Hodges / Founder of Proiect Art Collective
Enri Moreno / Executive Design Director
Julius Mun / Sr. Designer
Eric Yohnka / Copywriter
Catherine Hudon / Producer
Project Details
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The client tasked us with developing a campaign for their music-loving audience, giving us a flexible brief with minimal restrictions. The key metric was engagement and repeat visits. As passionate music lovers ourselves, we knew exactly what to do and who to call.
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Our conceptual approach was to create a platform that allowed consumers to be part of the music production process. Beyond that, we really wanted to show what that process was like. To go even further, we wanted to demonstrate where sounds come from, and how accessible music production can be. This rich experience would draw consumers into the platform by breaking down the campaign wall to build an intimate bond with the brand.
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After developing the concept we reached out to friends at RocNation for input on the music production platform we sought to build, and used their insights to make modifications. Throughout the process we identified a group of artists we wanted to work with, which we ultimately decided would be Tokimonsta and DJ Salva. Together with the artists we embarked on a field recording journey across LA, NYC, and New Orleans, three musically-rich cities with differing origins. We filmed the journey as a 13-part docu-series.
After creating the online music production platform we released weekly sound kits accompanied with the episode that showed how the sounds were captured. The result was millions of visits for 13 weeks and the most successful campaign the brand has ever had.
