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Budweiser's Interactive Experience Celebrates Musician Hermeto Pascoal

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'Made of Music' translates sound into image allowing fans to have their photos transformed by the artist’s music

Budweiser's Interactive Experience Celebrates Musician Hermeto Pascoal

Considered “the most impressive musician in the world” by Miles Davis, Hermeto Pascoal recorded in studio new songs in the style of someone who “was born music”.

And inspired in Hermeto’s singular experimentalism – he’s known for even producing some of his instruments, when he doesn’t use his own body as one – agency Africa developed for Budweiser, in partnership with Festival Brasileiro de Música Contemporânea, an action that goes beyond the recording of songs.

Called “Made of Music”, the project translates the musician’s distinctive tunes and rhythms in code language to then convert them in graphics and visual shapes. In the action’s website, fans can send their photos and see them “transformed” by Hermeto’s music, selecting his favourite instrument: either piano, accordion, flute and even a glass of water.

The union of the visitor’s photo with the music produced by Hermeto generates an exclusive and personalised image, connecting the artist’s genius with the intelligence in data design. All of it to create a unique, interactive and sensorial experience. Besides being able to share the result in social networks, some special editions of the album will be sent to the most experimental musicians in the world.

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Post Production / VFX

Post Production Company: PBA CINEMA

Producer: Mario Ubirajara / Joao Paulo Amato

Post Production Supervisor: Mario Ubirajara (coordinator)

Production Company

Production Company: PBA CINEMA

Executive Producer: Fernando Fanucchi / Nivio Alves de Souza

Director: Santi Dulce

DOP: ernando Bertolucci

Executive Director: Mayra Gama

Digital Production Company

Digital Production: Webcore /


Composer: Chris Jordao and team

Sound Production: Quiet City Music + Sound


Editor: Joao Paulo Amato

Creative Agency

Creative Agency: Africa

Copywriter: Felipe Ribeiro

Art Director: Fernando Marar

Chief Creative Officer: Sergio Gordilho

Agency Production: Rodrigo Ferrari / Patricia Melito

Client Approval: Paula Lindenberg / Daniel Cocenzo /Karina Ferreira/Mariana Santos

Special Projects: Monique Lopes Lima / Juliana Leite / Julia Newman

Client Services: Carolina Boccia/ Bruna Alonso/ Rafael Nogueira / Mariana Marcao

Media Planner: Luiz Fernando Vieira / Rodrigo Famelli / Tony Arbex / Bruna Morano / Leonardo Araujo

Print / OOH

Print Production Company: Fernanda Badan / Carla Lustosa / Carmen Castilho


Advertiser: Budweiser

Genres: Music performance, People

Categories: Beers, Alcoholic Beverages

Africa, Fri, 15 Jun 2018 20:14:53 GMT