Layer upon layer of hyper-intrusive, hyper-commercialised, hyper-personalised music, UI and sonic branding for an imagined hyper-real future.
Keiichi Matsuda’s Hyper-Reality depicts a future where physical and virtual worlds merge, creating a media-saturated dystopia. The film follows Marie as she navigates this reality, ultimately losing her identity to digital bandits.
Our task was to imagine a world saturated by direct and personalised sonic advertising, where even the lemons in the supermarket sing for attention. We explored how brands might craft auditory experiences tailored to specific individuals.
The challenge was to balance this sonic overload with clarity and impact, ensuring that each element played its part in telling the story.
We addressed this by crafting distinct sonic identities for each brand that could easily be distinguished from one-another. This allowed us to saturate the auditory environment with multiple, stacked brand messages without them merging together to make a big sonic soup.
Selected Brands of Hyper Reality
Hyper-Reality became a viral sensation and is widely referenced in academia as a prescient exploration of technology's potential impact on society.
Our partnership with director Keiichi Matsuda began with Hyper-Reality and has continued on every subsequent project. When Matsuda founded design studio Liquid City, Skillbard became the de facto audio partner.
