Edu Menezes

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.

Cannes Lions 2018Silver · Data Visualisation
The One Show 2019Bronze PencilMerit Award
El Ojo 2018Bronze · Conteúdo5× Finalist
Hermeto — Made of Music — posterPlay case film — sound on2:15
Client
Budweiser / AB InBev
Agency
Africa Creative DDB
Role
Motion Design
Year
2018

The brief

Made of Music is Budweiser’s platform, and platforms of that kind usually get illustrated. This one was read literally instead.

The idea

Upload a photo and his playing does the drawing. Piano, accordion, flute or a glass of water: whichever recording you pick is read for pitch, tempo, harmonics and decay, and those readings are the material the portrait is made of.
Hermeto — Made of Music — frame 1Hermeto — Made of Music — frame 2Hermeto — Made of Music — frame 3

The result

Each portrait was built in the browser, live, from the visitor’s own photograph and whichever instrument they had picked. No two of them came out the same, because no two recordings decay the same way.

Credits

Motion Design — Edu Menezes

Art Direction — Fernando Marar

Artist — Hermeto Pascoal

Digital Partner — Webcore