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Play the Road: Driving music reinvented - Tomorrow Awards
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Play the Road: Driving music reinvented
Create & control your own driving music with the Volkswagen GTI.
In 1975 an innovation project gave birth to the Golf GTI. The original Hot-Hatch. But after almost 40 years the GTI had lost its edge. We had to show a new generation that the original was still as innovative as ever.

Volkswagen GTI & Underworld present
Play the Road: Driving music reinvented.

Volkswagen collaborated with dance icons Underworld to create an innovative experience allowing the driver to create and control music with the GTI. Every twist & turn, change in speed or gear, all represented in the music live.

The Play the Road app makes it possible, it requests speed & RPM information from the GTIs on-board computer. Steering, acceleration & location data is calculated from the iPhones accelerometer, gyroscope and GPS receiver. All this data is instantly filtered and translated into unique driving music live.

A film launched the idea across Youtube, Facebook and Twitter. And an in-depth project page let fans go behind the scenes, explaining how we reinvented driving music.

The whole project took 8 month, first we had to capture the GTI driving experience in data. Using the iPhone’s accelerometer and gyroscope we recorded the car performing maneuvers. Cross-referencing the data with footage we attributed data patterns to car behaviours.

Then Underworld began composing. The challenge was to create a musical pallet rather than a linear composition. To do this they created musical ideas for locations or specific driving behaviors.

The musical programing language PD (Pure Data) connected the driving data with the music. Now, for the first time the car’s movements and location triggered and controlled different musical motifs.

Finally the only way to refine the composition was to drive it, over and over, tightening the composition and PD patch as we went. The GTI became the office of Underworld and the precision driver, until the final experience was finished.

The Case Study below gives you the overview of the campaign.
Below that is the Official Launch Video, The Making Of and Competition Winners Track Day.

So, while every other car brand composed music for their ads.
The GTI and it’s new generation of drivers made their own.
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