GRAMMYs Play the City
Award: Wood Pencil
Wood Pencil / Branded Content & Entertainment / Immersive / 2018
To celebrate returning to New York for its 60th anniversary, The GRAMMYs transformed the city into an augmented reality musical instrument. An Uber car was fitted with sophisticated AI cameras and an AR screen to create a unique song for each rider, triggered by the objects and people the car passed on each route. Riders watched from the backseat as a custom song was composed live before their eyes.
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