What is it with bands, artists and creative geniuses?

 

They invest over 10,000 hours in becoming immensly talented at their craft, then when it comes time for some self-promotion, they don’t know Adam from Eve. Luckily for them, I work in advertising. And luckily for me, I know them (well, not every single musician/band/quartet in the world; but a bunch!).

 

So we approached our friends in the London-based Ligeti Quartet with an idea to create their visual identity as part of a project we baptised ‘Music by Design’. Along with the most ambitious creatives in Wunderman’s London creative department, we locked ourselves in an East London warehouse for a weekend with the quartet (in the freezing cold; their poor fingers!) to capture data from within their brains, shoot stills, create a music video and more.

 

Enjoy watching the quartet's real-time brain-waves being data-vized above as they play one of composer's György SándorLigeti's most complex pieces.

 

This cross-disciplinary exercise was genuinely one of my creative highlights to date.