7UP Music Lifts You Up

CREATIVE DIRECTION CONCEPT / ART DIRECTION PRODUCTION | FAKE LOVE

7UP asked us to create a musical happening for EDM prodigy Martin Garrix and their Music Lifts You Up campaign, but there was an inspiring and very challenging catch: The whole project was to be specifically tailored for the hearing impaired. They wanted to allow those kids to transcend their limitations through music and experience a one-of-a-kind moment. We decided to translate the experience of an EDM concert into a multi-sensorial activation, creating a series of tangible installations that fed into each other to convey a holistic interpretation of the music.