Hearing In Colour - Hot Chip Campaign - NTU - 2021

This was a fast-paced, playful and colourful project, our client was Alexis Taylor from well-renowned band Hot Chip. As a passionate music listener and musician myself this was an exciting opportunity to get to know more about the industry. We were given the task of coming up with innovative ways to connect Hot Chip to their fans through a 'phygital' fusion (combining physical and digital elements). The open brief sparked our curiosity and allowed us to carry out trend research across a variety of sectors not just limited to music, but delving into food and gaming too. We took the time to develop a deep understanding of the consumer, carrying out intimate focus groups and interviews. At the start of the project our priority was to push boundaries and think big, we focused on coming up with as many ideas as possible no matter how weird or wacky. Some of our potential ideas included music served as a meal on a conveyer belt, a collaboration with Pantone where sounds corresponded to colour swatches and sending the consumer on a Pokémon GO style quest to collect songs. After some tough decision making, we decided to focus on combining colour and music, creating an immersive sensory experience as we felt novelty objects could feel gimmicky. Colour is a tool that allows for endless possibilities and different connotations making it a unique experience for the individual. We brought our idea to life as a pop-up cube space where the consumer’s heart rate would become part of the installation impacting the colours and music they experienced. This would improve the artist to fan relationship as the listener’s themselves became a part of Hot Chip’s music. https://www.rebeccasophieweir.com/hearing-colour