Deadmau5 / Nokia: Don’t Be Afraid Of The Dark
I collaborated with Canadian producer/DJ Deadmau5 to produce an immersive experience for the launch of the
Nokia 920 handset. PR agency Mission asked us to come up with an idea based on the theme of ‘Don’t Be Afraid Of The Dark”. We came up with the idea of transforming a normal street, where things suddenly animate with colour, synced to music.
Having found Flatiron Square in Southwark, we worked with a team of lighting, props and sound people to allow Deadmau5 to fill the street with colour. Lights were installed in everything from fruit stands to motorbike headlights to wheelie-bins to entire facades of buildings. As Deadmau5 played, everything in the street came to life….
PR Agency and Production Company: Mission
Concept, Creative Direction and Animation: ML Studio
Production Manager: Neil Keane