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US Open Sessions

Award: Graphite Pencil

Graphite Pencil / Branding / Digital Brand Expression / 2015

IBM tracks every piece of data at the US Open. Ogilvy & Mather New York turned that data into music. Working with electronic musician James Murphy, Ogilvy built an algorithm to translate tennis events like scores and stats into musical characteristics like pitch and tempo. Generative music wrote itself in real time from data collected from all 187 matches. Aces altered instrumentation, speed of play dictated tempo, even the temperature influenced the sound. Fans could follow the matches and the music through a fully responsive site built for mobile. After the tournament, James took his twelve favourite matches and remixed them, creating an album that was positively reviewed by VICE, Pitchfork and Rolling Stone.

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