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Iconic Compositions Are Transformed into Paintings in This Campaign for an Orchestra

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Talent Marcel launches 'See The Music' for The São Paulo State Symphony Orchestra

Iconic Compositions Are Transformed into Paintings in This Campaign for an Orchestra
The São Paulo State Symphony Orchestra (Osesp) launched 'See The Music', a project that transforms iconic compositions into pieces of art. From a chip installed in maestra Marin Alsop’s baton, the movements captured as she conducted works such as Beethoven’s 5th Symphony, were mapped and transformed into paintings, causing a unique kinaesthetic experience for the spectator.

Besides offering such a sensation by transforming musical pieces into objects, the 'See The Music' project also explores the new possibilities of artistic manifestations enabled by technology. Via bluetooth, a gyroscope and an accelerometer installed in the baton, communicated with a software with 13 thousand lines of programming, created especially for the project, which captures the movements. The software’s data intelligence handles the complete decoding of different types of gestures, from the lightest to the more vibrant and energetic ones, turning them into paintings.

Authors such as Debussy, Mozart and Tchaikovsky, among others, will have small excerpts of their most prominent works captured and transformed into works of art. 

'See The Music' is a technological experience created by Talent Marcel, the advertising agency for Osesp, in partnership with the group of instrumentalists, designed to commemorate and mark the farewell of maestro Marin Alsop from the leadership of Osesp. “The role of the conductor is to be the composer’s messenger, bring that narrative to the orchestra and, through the musicians, to the audience. The idea of 'See The Music' is to capture the energy of a performance and materialise it into paintings so that people can absorb them in a different manner”, explains the maestro.



The paintings created from the experiment will be part of a commemorative exhibit.  After the vernissage, the paintings will be auctioned on behalf of fundraising for the educational and artistic activities of the orchestra and its groups.

“Musical works that that are transformed into paintings, that become an exhibit, that unfold into products, that add and create value. An action that was only made possible because we brought together the inspiration of Marin Alsop with the accuracy of technology," says Rodrigo Lugato, creative director at Talent Marcel. 
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Editor: Diogo Comum e Julian Eduardo

Post Production / VFX

Post Production Company: Santa Post

Colour Company: Liquor

Finishing: Roberto Neto

Client

Brand: OSESP – Orquestra Sinfônica do Estado de São Paulo

Production Company

Production Company: Santa Transmedia

Director: 1967

DOP: Luiz Augusto Moura

Executive Producer: Renata Munaretto

Assistant Director: Thatiane Almeida

Creative Agency

Creative Agency: Talent Marcel

Chief Creative Officer: João Livi

Creative Director: Sleyman Khodor, Rodrigo Lugato, Marcello Droopy

Creatives: Paula Keller Perego, Danilo Carvalho e Guilherme Serato

Producer: Hanna Moura

Interactive Director : Marcello Droopy

Photographer: Mario Coelho

Final Art Worker: Ingo Santos

Client Services: Elisa Mello, Bruna Custódio (Assistant)

Genres: Music & Sound Design

Categories: Music, Sports and Leisure

lbbonline.com, Mon, 13 May 2019 15:18:04 GMT