Overview
Content Creative Direction
Art Direction
Design
Animation
Credits
Client
Siemens
Agency
Jack Morton Worldwide / One Small Pixel
Content Direction, Design and Animation
Ink and Giants
Real-time Animation
Fray Studio
See what you say
Bringing the Siemens brand promise to life.
The Brief
For their 2021 web summit, Siemens wanted to bring their brand promise, ‘Transforming the Everyday’ to life. They commissioned an interactive installation that transformed visitors’ voices into unique digital art pieces. Using generative software to listen and react in real-time to the unique sound of each human voice, translating speed, intensity, tone and volume of speech into an ever-evolving, three-dimensional artwork.
And they asked us to direct and design the content.
/ The Idea
“Your Voice Transforms“
Inspired by the difference one person can make in redefining and transforming the global tech industry, we wanted to imagine how much could be achieved by more people taking part. We took a growing tree as our core idea, using geometric patterns to lend a more abstract feel to the piece.
Our team built a rig in C4D and XParticles to generate the artwork procedurally. We worked with our friends at Frey, who took our design and translated it into real-time graphics using NOTCH.
/ THE CUBE
The experience began with the cube made up of four screens with ‘sonic cones’. The visitors were greeted with a digital landscape. Speaking into the sonic cones, their voices drove the growth and formation of the tree. It continuously reacted as they spoke. The more sound you make, the bigger or more mature the tree becomes.
At the end of the experience, the visitors could also take away or share an animated GIF of their artwork by scanning a QR code.
Credits
Client
Siemens
Agency
Jack Morton Worldwide / One Small Pixel
Content Direction, Design and Animation
Ink and Giants
Real-time Animation
Fray Studio