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Posts Tagged ‘Walter Mauriot’

Tribal Worldwide, Volkswagen Reinvent Driving Music with ‘Play The Road’

Tribal DDB–sorry, Tribal Worldwide as it’s now known–collaborated with Volkswagen, electronic vets Underworld, production company B-Reel and director Anders Hallberg to create “Play The Road,” a 2:47 video showing the Volkswagen Golf GTI turned into a musical instrument by a new iPhone app.

The video, filmed over two nights in London, shows precision driver Thomas Wulff utilizing the new app to create new music, recorded by Underworld but “controlled by the speed and steering of the car itself.” It’s a cool idea, and while the music created isn’t exactly mind blowing, it really does seem to sync with the driving experience well. Of course, having a precision driver like Wulff showing your car off doesn’t hurt either. At the end of the long spot, Volkswagen plays on their usual “Drivers Wanted” tag, changing it to “Musicians Wanted.” So far, the iPhone app used in the ad has not been made commercially available. Although Volkswagen UK was offering visitors to their Facebook page a chance to win the opportunity to experience the app , the competition now appears to be closed.

If you’d like to learn more about “Play The Road” and how it was developed, Tribal worked with director Ed Sayers to create “”How We Reinvented Driving Music.” It’s an interesting look at the new technology, and those involved with creating it. Be forewarned though, it may just make you want the app more. We’ve included it, along with credits, after the jump.  Read more

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A-Trak Steps In to Provide Soundtrack for Latest Sid Lee/Adidas Work

Nothing like a little beat-dropping to wind down the day. So, let’s let Montreal native and renowned producer/mixmaster DJ A-Trak (just watch this from 16 years ago) do his thing for a minute in a new Sid Lee spot for adidas Originals, which is part of a larger global campaign for the brand called “Unite All Originals.”

While the days of Daft Punk, Snoop and David Beckham joining forces in the name of geekdom may have long since gone, the party continues in Sid Lee’s world with the aid of A-Trak, retro visuals by French artist SoMe (who also directs the clip) and a horde of hip youths. And, thanks to the clever editing and digital production work from partners such as B-Reel Stockholm, the interplay between music and visuals provides for a fairly hypnotic experience. Hey, we’ll take this over the usual late afternoon stupor any day. Credits after the jump.

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