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BBDO Studios partnered with Downtown Records on a project for Irish 4-piece band The Academic. The project involved an innovative use of the Facebook Live platform to create a first-of-its-kind Facebook Live performance of the band’s latest single, "Bear Claws," using the audio/video time lag to create a visual loop sampler. The band rearranged each instrument on "Bear Claws" to fit Facebook Live’s delay, with each loop getting more complex, adding instruments, rhythms and melodies. Additionally, by projecting the video live from a soundstage they created an infinite tunnel consisting of all the previously recorded loops.