Work Club Turns Instagram into Music Video

Ballantine’s Loud Blue and top Brazilian DJ duo Felguk are premiering a new full length music track which mixes tracks created from Instagram images using Ballantine’s Loud Blue algorithm.

Devised by digital and social agency Work Club, Loud Blue is an algorithm created for Ballantine’s, the No 1 Scotch whisky in Europe and the world’s No 2 Scotch whisky by volume, that converts Instagram pictures into bespoke 20 second music tracks via Twitter. This uniquealgorithm analyses data from an image, such as colour, contrast or subject, and then generates melodic sounds that echo the visual.

 

Brazilian super-DJsFelguk have now mixed a 03.45 track called ‘My Brazil’, which has been created using a range of photos submitted by fans of Ballantine’s. A corresponding music video has also been producedusing 1024 of the images thatseeded the tunes. Shots of nights out, sunsets and smiles are shown in quick succession, giving an insight into the lives and loves of Ballantine’s vibrant Brazilian fans. 

 

Bringing the innovative campaign to life, Ballantine’s will be hosting a concert for 10,000 people tonight (21st February 2013) in the Brazilian city of Recife.DJsFelguk will take centre stage to entertain the crowds with the fruits of their combined creativity, truly ‘Leaving an Impression’.

 

"“To ‘Leave an Impression’ is at the heart of the Ballantine’s brand DNA," explains Work Club Creative Director Andy Sandoz. "As music is one of the most effective means through which to leave an impression, we wanted to make it possible for even those without musical ability to do so. Where everyone can be a professional photographer using Instagram, using Loud Blue they can also be musical geniuses too, making sounds as personal and unique as their own snaps!”

 

 

Campaign:

 

Creative Director – Andy Sandoz

Creatives – Joe Corcoran & Lucy-Anne Ronayne

Designer - Dan Scott

Strategist – Niccolo Rigo

Business Director – Al Amin

Account Director – Alexis Clarfield-Henry

Producer – Hannah Shipman, Tom Gardner & Barry Cronin

Music Artist - Felguk

Web Build Production Partner - Media Monks

Creative Technology Partner - Reactify

Music Communications Partner - FRUKT Communications 

 

Film - 'Felguk - Loud Blue (Radio Edit)':

 

Director: Dan Wise

Producer: Tom Gardner

Creative Director: Andy Sandoz 

Creatives: Joe Corcoran, Lucy-Anne Ronayne & Dan Scott

After Effects: Dan Wise