Swedish House Mafia

An album release lasts one night. We built something that could keep up with it.

Fans wrote into a live chat on the campaign site. Their messages went straight onto buildings across the city, in light, while they were still typing. The audience was not looking at the campaign. They were in it.

Projection made the mechanic possible. A printed poster is finished the moment it goes up. A projection can change every ten seconds, so the wall can answer the room.

The locations were chosen to be recognisable, which also made them demanding. Permissions, sightlines, timings, and a lot of people watching. We ran it carefully and it held.