HEARTBEAT PROJECT

TitleHEARTBEAT PROJECT
BrandPEPSICO
Product/ServiceADRENALINE RUSH
Category A05. Music / Sound Design
Entrant FRIENDS Moscow, RUSSIA
Idea Creation FRIENDS Moscow, RUSSIA
Idea Creation 2 STEREOTACTIC Moscow, RUSSIA
Production STEREOTACTIC Moscow, RUSSIA
Credits
Name Company Position
Anatoliy Gordeev PepsiCo, Inc Brand Director PepsiCo, Inc
Maria Kustavinova PepsiCo, Inc Senior Brand Manager PepsiCo, Inc
Daria Portnova PepsiCo, Inc Brand Manager PepsiCo, Inc
Elizaveta Fetisova PepsiCo, Inc MarCom Lead PepsiCo, Inc
Marina Mushkarenko PepsiCo, Inc Imc Manager PepsiCo, Inc
Irina Drozdovskaya PepsiCo, Inc General TV Producer PepsiCo, Inc
Maxim Ponomarev Friends Moscow Creative director
Tatiana Ponomareva Friends Moscow Senior Copywriter
Elena Dernova Friends Moscow Senior Art Director
Ksenia Tychinskaya Friends Moscow Account Director
Vladimir Sorokin Stereotactic production Director
Aleksandr Khudokon Stereotactic production DOP
Aleksey Shevchenko Stereotactic production Producer
Kira Vykhodtseva Stereotactic production Assistant Producer
Petr Barabaka Stereotactic production Photographer
Aleksandr Privalov Stereotactic production 1st AC
Stanislav Paushev Stereotactic production Sound Recordist
Nonna Aristarkhova Stereotactic production Post Production Producer
Aleksandr Khokhlov Stereotactic production Sound Designer
Roman Geygert Stereotactic production Editor
Artem Leonov Cinelab Grading

Describe the creative idea

We wanted to change the perception of fear, and show that for Adrenaline Rush brand, fear is the source of inspiration. We created the first-ever soundtracks based on the heartbeat amplitude of the musicians, whereas pulse was recorded at the fearful adrenaline moments.

Describe the execution

We collaborated with three the most famous and talented Russian DJs for the experiment and challenged them to get inspired by what they fear most. We recorded their heart rate at the peak adrenaline moments and using data from the monitors, DJs wrote the first ever soundtracks based on their heartbeat amplitude in a personal style. After the experiment, we created the first compilation album on the heartbeat and used it to accompany videos that documented the adrenaline moments. Website http://heartbeatcase.ru/