Music Data Drives These Butterflies in Trafalgar Square

Music Data Drives These Butterflies in Trafalgar Square

Superunion has created a film and campaign with digital artist David McLeod to promote London Symphony Orchestra's annual summer concert in London's Trafalgar Square. The event was conducted by Sir Simon Rattle following his arrival at the LSO in 2017.

Inspired by the summer and open air setting of the event, the campaign features an abstract butterfly leaving a trail of colorful particles through the air as it twists and turns on a path created by the movements of Sir Simon Rattle's conducting baton.

Following in the footsteps of Superunion's branding and season imagery for the LSO, the film was created using high quality motion capture data of Sir Simon Rattle. David McLeod used the data to determine the flight path of the butterfly as well as the density, color and particle size of the trail. High resolution stills from the animation form the imagery for the campaign, appearing on London Underground poster sites, event staging and online.