“7UP and ad agency Deutsch asked us to create a musical happening for electronic dance music (EDM) prodigy Martin Garrix and 7UP’s Music Lifts You Up campaign, but they gave us an inspiring challenge: the whole project had to be specifically tailored for the hearing impaired. We decided to translate an EDM concert experience into a multisensorial activation. Vibrating floors moved to the bass, live visuals reacted to the melody, a huge speaker wall translated specific elements with cymatic experiments, and smoke and wind machines announced the drop. When it was all connected, it reflected the overwhelming power of song.”