SCHWEPPES THE
SOCIAL SOUND
This digital activation guides you with sound to a hidden concert
A recent study showed 73% of people wear headphones to avoid social interaction. So, we used the same headphones to create a social movement.
With The Social Sound Amapiano star Daliwonga invited the public to a live concert, which could only be discovered by listening to the music. We turned headphones into a sonic GPS, creating a sound navigation system with 360 degree audio. The closer to the secret location, the louder and fuller the music.
My Impact
As the creative lead on Schweppes’ Social Sound experience, I directed a cross-functional team of UX designers, UI designers, and motion artists to design an innovative, audio-first navigation system where headphones acted as the user’s GPS.
Project Role
Art Director
User Experience & Interface Design
Experience Look, Feel, Functionality
Awards & Recognition
CLIO Gold Immersive New Realities
D&AD Shortlist Immersive Experiences
To ensure a seamless and safe experience, we integrated custom sound cues that alerted users as they approached key locations and provided gentle guidance if they began to drift off course.
I COLLABORATED CLOSELY WITH DEVELOPERS & SOUND DESIGNERS TO ENSURE SPATIAL AUDIO FUNCTIONED RELIABLY EVEN IN AREAS WITH LOW SIGNAL, AND WE ADDED VISUAL MAP GLIMPSES AS A BACKUP FOR ADDED REASSURANCE.
