2015 Winners & Shortlists

REFLECT

BrandDJ SARHI
Product/ServiceENTERTAINMENT
EntrantIMPACT BBDO Jeddah, SAUDI ARABIA
CategoryStationery
Entrant Company IMPACT BBDO Jeddah, SAUDI ARABIA
Advertising Agency IMPACT BBDO Jeddah, SAUDI ARABIA
Production Company ICE9 INTERACTIVE Dhaka, BANGLADESH

Brief Explanation

Constantly enticing, disrupting, evolving...but always personal. that’s what dj sarhi’s music is all about. each moment, each place adds a new shade to this cavalcade of cascasing tunes. A different picture...a different tale...each time. as playing in each venue creates its own palette & texture, the challenge was how to make sound serve as source material for design.

The Brief

‘I want the audience to experience my music through their eyes before they do with their ears.’ This was the brief from dj sarhi who wanted to launch his new retrospective album ‘reflect’.

How the final design was conceived

We developed the dynamic ‘vibe (visual beats) generator’ which mixes images from the artist & the locations he played or going to play and organize them into ‘aural impressions’ based on various parameters including date & time. These ‘momentary musical glimpses’ then ‘listen’ to the music from the album playing and translate these into literally unlimited number of constantly evolving unique ‘rorschach’ shaped ‘vibes’ which reflects the mood & texture of the music.

Indication of how successful the outcome was in the market

The album artwork, posters & the other elements created a big impact with the audiences who are used to seeing cliché designs from djs. They were amazed at the concept & interactivity of the designs. through the use of layar on the posters, people were able to listen to the music & visualize it simultaneously. Online engagement were high especially on soundcloud with new followers everyday.

UNDERGROUND ELECTRONIC MUSIC LOVERS, PARTYGOERS DARK, MOODY, UNDERGROUND, DIVERSE BRAND IMAGE BUILDING, ALBUM LAUNCH

Credits

Name Company Role
Shafiq Alam Impact BBDO Jeddah Creative Director
Shafiq Alam Impact BBDO Jeddah Art Director
Shafiq Alam Impact BBDO Jeddah Copywriter
Sajid Ali Impact BBDO Jeddah Junior Art Director
Afeef Zubaer Ice9 Interactive Ltd. Managing Partner
Ahmad Niaz Murshed Ice9 Interactive Ltd. Managing Partner
Afeef Zubaer/Fahim Ahmed Managing Partner Lead Programmer