Droga5’s London outfit was approached by the headphone manufacturer to create a piece of work featuring the band Rudimental, which won best new single at the Brit Awards last Wednesday.
The work, called Beat by Beat, is an interactive music video hosted on YouTube, in which the members of Rudimental talk about creating their song, ‘Powerless’.
Viewers can then isolate different parts of the track, such as vocals and drums, by clicking on certain parts of the screen, in an effort to recreate the feel of a mixing desk.
The work was created by Nik Studzinski and Thiago de Moraes, and directed by Fred & Nick through Pulse Films. Wilderness handled the interactive aspects of the work.
R/GA is Beats By Dre’s global ad agency and its position is unaffected by Droga5’s collaboration.
Droga5 Europe was established in June last year. It won its first account, Heineken’s global Strongbow apple cider business in September and then won a global project for Radox in November.
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