After flying all the way from India and taking home the Audio category at Cairns Hatchlings, VML India’s senior copywriter Shilpi Dey and senior art director Raj Thakkar have revealed they barely slept when submitting their award winning work.
The awards, presented by Yahoo, recognised their idea, ‘The Sounds of Humanity,’ for the United Nations Foundation, which leveraged real-time API integration to create a living, breathing Spotify track built entirely from global user uploads.
By turning everyday human moments into an interactive, evolving anthem, Dey and Thakkar successfully transformed a massive global challenge into a deeply intimate audio experience.
When asked by B&T backstage on what the stress levels were like during the submission process,
“Honestly speaking, when the brief came, we were already overwhelmed, because the challenge itself was it’s a real-life crisis that’s actually there right now, happening right now,” Dey said.
She said “the time of the essence wasn’t just the 24 hours”
“It’s about the impact that it can actually make, and audio itself it does not have any visual medium to do that, so we actually cracked on.”
“At this point, we had been up 48 hours. We hadn’t slept, we didn’t sleep at all,” Thacker told B&T.
“We worked all night, we worked through the morning. At 8:59am we’ve given our submission,” he said. “We worked on one idea, and at 3am we decided ‘Okay it’s not working anymore’,” Vey added.
“We changed it, and in the last six hours is when we gave it our all.”
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