Client: VW / Tribal DDBRole: Creative Producer, Audio Specialist + Sound Designer
I've spent the last 7 months working with Volkswagen Golf GTI, Tribal DDB and dance act Underworld as creative producer, project sound designer and audio specialist to create an experience called Play The Road which sees a unique piece of music composed depending on the way a car is driven.
We developed software and Underworld exclusive music compositions that synchronise motion, technology and music; each turn of the wheel, shift in gear, or change of location is reflected in the track. The application utilises engine data from the Golf GTI’s on-board computer, combining it with steering, acceleration and GPS data.
GTI + Underworld -- Play the Road, How we Reinvented Driving Music:
“Play The Road is a highly ambitious concept that reinvents driving music. We’ve created an experience that blends music, technology and emotion, turning the new Volkswagen Golf GTI into a responsive musical instrument. It delivers a unique experience.” [Matt Oxley, head of creative technology at Tribal Worldwide, London]
Read the full story at www.volkswagen.co.uk/playtheroad