The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2018 One Show - Moving Image Craft

Live Looper

Agency BBDO / New York + BBDO Studios / New York

Client Downtown Records
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Annual ID

OS_MI180151M

About the Work

We created a Facebook Live music video in which we used Facebook’s delay as a audio/visual loop pedal. Downtown Records asked us to promote The Academic’s new single ‘Bear Claws’. The Academic are super tight live musicians– so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it takes some time before the video pops up on your page. And that you can create an infinite loop-effect by filming your own Facebook-page during that livestream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio/visual loop-sampler - precise enough to loop the song. We rearranged every instrument to fit the length of Facebook’s delay and introduced the musical layers one by one. The whole recording was live and had to be performed spotlessly in a single take. The music video reached reddit’s front-page and went viral overnight.