andy-awards logo ANDY Awards

ANDY Awards

Creative Award
New York, United States
Downtown Records - "Live Looper" by ANDY Awards 2018

Filter results by

TitleLive Looper
Agency
Campaign Downtown Records
Advertiser Downtown Records
Brand Downtown Records
PostedApril 2018
Product The Academic
Business Sector Consumer Electronics & Audio-Visual
Story When you stream on Facebook Live, it takes some time before the video pops up on your page. So you can create an infinite loop effect by filming your own Facebook page. The Academic made creative use of this quirk by introducing different layers of a song one by one. The whole recording was live and had to be performed spotlessly in a single take, otherwise every mistake would be repeated indefinitely.
Story (original language) In an era of bedroom rockers, The Academic are super tight live musicians– so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it takes some time before the video pops up on your page. And that you can create an infinite loop-effect by filming your own Facebook page during that live stream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio and visual loop sampler - precise enough to loop the song. We rearranged every instrument on the single to fit the length of Facebook’s delay and introduced all the different layers one by one. The whole recording was live and had to be performed spotlessly in a single take, every mistake would be repeated indefinitely.
Media Type Others
Length
AI Description The ad creatively showcases a live performance by The Academic, demonstrating a unique use of Facebook Live streaming to create a looping effect. Captured on video is their innovative approach of filming their Facebook page during the stream, causing a delay that transforms into a dynamic audio and visual loop. The performance builds layer by layer, using changing lights and the band’s energizing music to captivate the audience. The setup includes a backlit stage with each loop introducing a new musical element, set to integrate precisely with the live stream’s delay. The video's effectiveness is amplified by its viral spread on platforms like Reddit and features upbeat and tech-savvy commentary about this inventive undertaking.
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director
Director of Integrated Production
Senior Producer
Associate Producer
Communication Planner
Creative technologist
Influencer Manager
Intern
Production Company
Director
Line Producer
Behind the Scenes
Editor