Research & DevelopmentSaltcake Media Lab
Saltcake 10th Anniversary Digital Choir
A digital mobile orchestra across ten devices, made to celebrate Saltcake’s 10th anniversary.
Project Information
- Industry
- Research & Development
- Project Type
- Experimental
- Role
- Film Production, Motion Graphics, Multi-device Sync
- Client
- Saltcake Media Lab
- Client
Introduction - Saltcake Media Lab is Saltcake’s in-house research team, experimenting with new technologies and interactions to explore “the essential value of happy experiences.” It builds and exhibits new media technologies such as VR and AR, holograms and motion recognition, and carries the insights gained into the experience design of client projects.
On April 21, 2015, to mark the company’s 10th anniversary, Saltcake Media Labs produced a commemorative film featuring a digital choir. The project was planned as a warm medium connecting the emotions of the brand, its people and its customers.
A Mini Choir Stage Across Digital Devices
The film features a variety of devices, including a PC monitor, iPad, G Pad, iPhone 4 and iPhone 6. Cute choir members appear on each screen and sing together across different devices to complete a single stage. Like conducting an orchestra, the Media Lab team focused on precise timing and synchronization, repeating rehearsals and shoots many times.
Under minimal lighting, the choir on ten candle-lit screens symbolizes Saltcake’s past ten years. Ten candles, ten devices and a ten-year journey come together in one chorus.
An Experiment in Turning Brand Emotion into Content
We approached it not as a simple video shoot but as a project that visualizes the brand’s identity and culture digitally. It is an experimental realization of the Media Lab’s core value: designing brand experiences that connect emotions through content.
10주년 기념 영상
Making-of
Making-of
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