Música Beat Pad
To digitally translate Música's leading actor Rudy Mancuso's authentic, real experience of synesthesia, & inspire & empower a digitally native, socially savvy 18-25 Gen-Z audience - we leveraged Rudy's popular persona & created a sensory digital instrument audiences could play to express themselves musically.
Synesthesia is a rare neurological condition which affects 4% of the global population, where one sense stimulates multiple senses. For Rudy, everyday sounds translate to music, which he perceives in colours & textures.
To bring Rudy’s real, personal experience to life, we created a social creative-led campaign centred on the Música Beatpad, a digital instrument which recorded everyday sounds & allows audiences to remix them into audio-visual collages.
Our approach
Inspired by the vibrant colours of Latin America, we developed an art style which reflected the Brazilian-American culture of the movie's young, diverse cast. We also created a simple & intuitive interface which allowed fans to record four audio loops & visuals from their environment - & rework them into unique mixes.
The result was a 3D rendered, inventive rhythmic scene which combined audio-visual elements into a stylistic video collage optimised for TikTok & Instagram, promoting creativity & cultural representation.
The results
A bold & innovative Clio Entertainment award winning campaign, we integrated organic URL sharing, influencer promotion on Instagram and TikTok, and QR codes through creative ads on Amazon Fire & Smart TVs, to create a multi-touchpoint strategy which engaged users across various digital platforms.
Between April 11 - April 29, creators with a combined following of over 8.5M, posted about the experience across Instagram & TikTok, resulting in approximately 712K estimated impressions, 15.9K total engagements, & a combined reach of 9.4M - a 600% increase in social engagement.
Bringing Rudy's personal lived experiences with synesthesia to life, we created a deeply immersive & personal experience for individual fans & set a new standad for fan engagement in the entertainment industry - seamlessly blending creativity, technology, & leveraging personal storytelling.
