| Title | THE SOUND SHIRT |
| Brand | JUNGE SYMPHONIKER HAMBURG |
| Product/Service | JUNGE SYMPHONIKER HAMBURG |
| Category |
E03. Innovative Use of Technology |
|
Entrant
|
JUNG von MATT Hamburg, GERMANY
|
|
Idea Creation
|
JUNG von MATT Hamburg, GERMANY
|
|
Production
|
MARKENFILM Wedel, GERMANY
|
Credits
| Tobias Grimm |
Jung von Matt AG |
Executive Creative Director |
| Jens Pfau |
Jung von Matt AG |
Executive Creative Director |
| Thimoteus Wagner |
Jung von Matt AG |
Executive Creative Director |
| Peter Stroeh |
Jung von Matt AG |
Managing Director |
| Tobias Freundlieb |
Jung von Matt AG |
Account Director |
| Sarah Lu Marlen Meyer |
Jung von Matt AG |
Project Manager |
| Jonas Keller |
– |
Creative Director/Art |
| Robert Herter |
– |
Creative Director/Copy |
| Dany Rothemund |
– |
– |
| Hannah Liffler |
– |
– |
| Heiner Twenhaefel |
Jung von Matt AG |
Senior Copywriter |
| Johannes Bittel |
Markenfilm GmbH & Co. KG |
Managing Partner |
| Maximilian Kempe |
Markenfilm GmbH & Co. KG |
Director/DOP |
| Ludwig Linnekogel |
Markenfilm GmbH & Co. KG |
2. Camera |
| Lorenz Marcus |
Markenfilm GmbH & Co. KG |
Producer |
| Svenja Albers |
Markenfilm GmbH & Co. KG |
Assistant Producer |
| Michael Hahn |
Markenfilm GmbH & Co. KG |
Line Producer |
| Lennart Koenig |
Markenfilm GmbH & Co. KG |
Production Assistant |
| Ole Bernhardi, Bennit Plettner, Emily Ewerwahn, Roland Puknat |
Markenfilm GmbH & Co. KG |
Runner |
| Michael Haller |
Jung von Matt AG |
Producer |
| Tilmann Fabel & Jan Hendrik Behne |
Jung von Matt AG |
3D Motion Designer |
| Yannis Panther |
Markenfilm Crossing GmbH |
Editor |
| Felix Lamprecht |
NHB video GmbH I NHB ton GmbH |
Sound Designer |
| Sven Bensemann |
Infected Postproduktion GmbH |
Producer |
| Soenke Heuer |
Infected Postproduktion GmbH |
Colorist |
| Kassandra Wedel |
– |
– |
| Matthew Harrison & Louisa Pethke |
– |
– |
| Meike Wicht & Ann-Kathrin Wicht |
– |
– |
| Fritz Butze |
– |
1st AC |
| Lukas Willasch |
VIRUS |
Camera Assistant, Second Camera |
The Campaign
The Junge Symphoniker Hamburg is a young orchestra that wants to share its passion and turn as many people as possible into fans of classical music.
In order to reach a truly new audience, we decided to target a group of people who never listened to classical music in all their lives: the 80.000 deaf people in Germany. We wanted them to somehow experience classical music too. Since it couldn’t be through sound, we decided to use touch sensations instead.
That’s how the idea of the Sound Shirt was born – a wearable device that translates music into nuanced vibrations in real-time.
Creative Execution
To bring the Sound Shirt to life, we worked closely with CuteCircuit London. With our creative vision and their knowledge in wearable tech, we managed to develop the Sound Shirt within 6 months.
This is how it works: The sound from eight different types of instruments (violins, double bass, horns, etc.) is picked up by microphones on stage. A multi-channel audio interface delivers the sound to a computer where custom software translates the sound into data. The data is sent wirelessly to the Sound Shirt using a Q antenna. Sewn-in to the fabric of the shirt are 16 micro actuators that vibrate with the exact intensity of the music.
During the development it was very important to us to have the sound translated into touch sensations in real-time so that the movements of the orchestra correspond directly to the sensations the Sound Shirt creates. We also made sure that the vibrations are nuanced with a wide range of intensity, constantly mimicking the intensity of the music.
The shirt is made of Italian microfiber that feels very pleasant on the body and can be worn on top of any thin garment. The laser cut decorations create an additional tactile feeling.