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2018 One Show - Responsive Environments

60th GRAMMYs - Play the City

Agency TBWA\Chiat\Day / Los Angeles + TOOL of North America / Los Angeles + Rock Paper Scissors / Los Angeles

Client The Recording Academy
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Annual ID

OS_RE18007B

About the Work

To celebrate returning to New York for their 60th anniversary, the GRAMMYs turned Manhattan into an augmented reality musical instrument that’s played by an Uber. We outfitted an Uber with sophisticated AI, multiple cameras and an augmented reality screen to create a unique song for each rider, triggered by the people and objects the car passed on each route. Riders watched from the back seat as their song was composed in live before their eyes. Sounds and instruments were assigned to common objects on the streets of New York… like traffic lights, bicycles, parked cars, even the height of people’s heads determined the pitch of notes. The data outside the window was fed into two supercomputers in the trunk, which then “composed” a unique song in real-time and played it through the car’s speakers, along with corresponding augmented reality animations that riders could see out their “window” screen.