Briefing
Create an interactive media that can be used by a band as a backdrop at their concerts
Our goal
Creating a audiovisual experience that translates the real emotions portrayed in the famous song by TYLER, the Creator, NEW MAGIC WAND.
Interactive Concert Backdrop
Tyler, The Creator
By The Creators
An interactive audiovisual experience made in Unreal Engine, designed as a live backdrop for a band’s concerts. It translates the emotions of Tyler, the Creator’s NEW MAGIC WAND into visuals, and lets the audience decide the fate of the main character through a voting app.
Concert visuals usually sit behind the band and the crowd just watches. We wanted to know what would happen if the audience had a say. The song is also emotionally heavy, so the visuals had to feel true to what it’s really about, not just look cool on a big screen.
We started with the audience: who the artist’s fans are and what they connect to. Every visual decision was then grounded in the psychology of the song, so colour, imagery and mood all serve the same feeling. On top of that we added storytelling and interaction, because people care more about an outcome they helped shape. Giving the crowd a vote makes them part of the concert instead of observers of it.
Divided
The story
Tyler is in love with a man who is already in a relationship with a woman. Jealousy turns into obsession, and his desperation pushes him toward something unthinkable: using the “magic wand” on her so he can finally have the man to himself.
Emotions
- Jealousy
- Obsession
- Violence
- Desperation
ColorPalette
Promotional and communication media
For the brochure, we built the visual identity from patterns developed in a Visual Modalities class. Our classmates and our group listened to the song and created patterns based on what it made them feel, so the look comes straight from the emotions of real listeners. We also brought in elements from the app, like the potions, to link the print material to the experience.
This are our posters which talk directly to the style of the artist and maintain the elements of our experience, for example, the silhouette of the girl.
Created by my group team mate: Mira and Zoe
Voting app mockup
A mockup of the app the audience would use during the show. It’s only available at the key moment, the voting moment, and the interface is built around one clear call to action: VOTE. A countdown at the bottom shows how long people have left, which adds urgency and keeps everyone focused on the stage. The most voted option within the time limit wins and plays out on screen, so every show can end differently.
Why the transformation?
Tyler is able to humiliate and get rid of the girl through this magical transformation, which is his final goal.
Why the animals?
The chosen animals represent Tyler’s hate and disgust towards the girl, therefore being animals usually associated with bad qualities or insults.
Why the magic wand?
It is the title of the song, and Tyler uses it as a metaphor of a gun, which he intends to use.
Why only use the girls silhouette?
We wanted to maintain the style, with simple colors and not attracting attention to the character. Another reason is that the song is made for the public, to imagine the girl as whoever they want.
TheEnd