Advertising hotshot Juan Cabral recently gave the small Icelandic town of Seydisfjordur a complete auditory makeover. This three-day experiment put the townspeople right at the epicenter of this intriguing project, along with collaborators Richard Fearless from Death in Vegas and Múm, who composed music specifically for the project.
Sony and media company Fallon partnered with Cabral in order to install a 20-foot tower full of speakers in the middle of the town. Sigur Ros’ concert team volunteered their technical prowess, while the town’s 800 inhabitants helped with manpower and Cabral’s brother Fede contributed a song.
Cabral described the production process via Creativity Online: “The local production company in Iceland promised they could get a permit. And they did. They spoke with the mayor of Seydisfjordur and everyone in the village accepted.”
Have a look at the video of the event, which took place over one week in March:
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