7-up – Music Lifts you up

By April 24, 2020 No Comments

New York based experience agency Fake Love created for 7-up an experience concert with Martin Garrix for deaf people. A multi-sensorial activation by creating a series of tangible installations that fed into each other to convey a holistic interpretation of the music. Seeing the space as the track itself, Fake Love ideated a series of installations that would each interpret and sensorially reflect the stem it was responsible for. Vibrating floors moved to the bass; live visuals reacted to the melody; a huge speaker wall with cymatic experiments translated specific elements; smoke and wind machines announced the drop. As instruments, each set of installations individually responded to an overall layer of Martin Garrix tunes. Only when it was all connected, like in music, did it fully reflect the overwhelming power of music.

Alexis Verschueren

Making brand experiences that stick!