We recently learned of an interesting experiment and collaboration orchestrated by W+K Tokyo Lab, anchored around the Fresh Push Play iPhone App, an original sound sampler, sequencer and game app. The app was developed by W+K Tokyo Lab (the digital contents label of Wieden + Kennedy Tokyo), HIFANA — a breakbeats duo from Tokyo recognized for their role in Nike’s Music Shoe last year, and Rhizomatiks. To launch the app, HIFANA hit the Tokyo streets to sample the city sounds, culminating in a live night set performed with only iPhone and iPad. The process and performance is beautifully and energetically captured this film produced by W+K Tokyo:
We loved this idea for utilizing digital, mobile technology as a tool and platform to allow anyone to create their own music using sound samples — and for demonstrating that Tokyo is again alive, well and bustling. Additionally, we love the idea behind W+K Tokyo Lab, and what it indicates about Wieden + Kennedy’s approach to digital creativity in Tokyo, independent of a formal advertising or brand link. The lab is the W+K Tokyo’s creative output and digital contents label, embracing the mission to bring new experiences that can only be created in Tokyo through a unique global mix of music, visuals, technology and other forms of creative expression. According to W+K:
Using the power of Tokyo to attract the most innovative creative collaborators from around the world, we are passionate about developing new ideas with our creators and connecting them to a new audience.