Responding in real-time to 300,000 festival attendees.

The Google Play Music Block is a reactive, 3-story, interactive experience that debuted at Panorama Festival in NYC. The Block is a physical manifestation of Google Play Music: it interprets its surroundings and reacts with an ever evolving playlist of music, art, and culture that best expresses what festival go-ers are doing, feeling, and wanting in each moment. 

To generate 36 hours of original content (for three 12-hour days of the festival), we created anticipatory animations, short films, and artwork then fed them out in real time to react to what was happening at the festival throughout each day. The Block also served as a live feed of the headlining performances and as a social aggregator, featuring attendee social posts with the hashtag #playtheblock.

© 2018 ANNEKA MIA