Hermeto — Made of Music
Hermeto Pascoal will play whatever is in front of him. Budweiser built something that plays whoever is in front of it.
Play case film — sound on2:15- Client
- Budweiser / AB InBev
- Agency
- Africa Creative DDB
- Role
- Motion Design
- Year
- 2018
The brief
Thirty years after Hermeto's first solo album, Budweiser wanted to introduce him to a generation that had never heard him. His music is too experimental to explain, so it had to be shown.
The idea
Twelve parameters are pulled from his recordings, from pitch and tempo to inharmonicity and dissonance, and each one drives a distortion of the visitor's own photo. Piano, accordion, flute or a glass of water: pick the recording and the portrait is drawn by it, ready to use as a Spotify playlist cover.
The result
More than 9,000 covers were created and searches for Hermeto Pascoal on Google rose by over 600%. Cannes gave it a Silver Lion in Design.
Credits
Executive Creative Direction — Matias Menendez
Art Direction — Fernando Marar
Motion Design — Edu Menezes
Artist — Hermeto Pascoal
Digital Partner — Webcore
