Kinetic Orchestra was a part of Instagram’s ‘Tag In’ campaign, where the platform paired brands with artists based on shared values, to create work that uplifts creators in ways that are symbiotic to the brand’s business objectives. My collaboration with O2 Music Germany centred around the place of music in conversations of diversity and began with a brief of bringing to life three simple words: Harmony, Breaks, Silence. 

Diversity comes in many forms and refers to the traits that make us all unique. The kinetic sculpture is inspired by the power of music to dissolve barriers and give other cultures a stage, spotlight and a mic. 

Every element of the sculpture visualises a tenet of allyship, illustrating the aspiration of a diverse world thriving together and working in harmony. In the same vein, unique elements, each its own piece of art, work fluidly with each other as one singular instrument. Each moving part contributes a sound, much like individual instruments in a bustling orchestra.

Professional or Personal
Professional

Creative Discipline
Advertising
Animation
Illustration

Role in Project
I developed the concept and creative direction as a response to the brief, and designed all the visual assets following it, including a 16 second looping 3d animation, an Instagram AR filter and a set of Giphy stickers.


Project Credits
Sound Design: Kavya Trehan
Partner Agency: 1stAveMachine
WIP Documentation: Akshan Ish, Sven Stumm