Smirnoff creates beats from brain waves in Mindtunes project

Smirnoff has teamed with DJ Fresh and neurotechnology expert Julien Castet to help three disabled musicians create a dance track using only the power of their brains.

DJ Fesh: worked with disabled musicians to produce Smirnoff dance track
DJ Fesh: worked with disabled musicians to produce Smirnoff dance track

Castet used an ElectroEncephaloGraphy device (EEG) to measure the electrical activity of the brain, which was converted into sound waves using music software to create the various elements of the track, to which DJ Fresh then put the finishing touches.

Company: Diageo
Brand: Smirnoff
Client: Emma Sherwood-Smith, marketing manager, western Europe
Agency: Duval Guillaume Modem
Creatives: Geoffrey Hantson, Katrien Bottez

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