Vivid – Tidal
Create an inspirational story that communicates the transformational redevelopment of Sydney’s Quay Quarter.
AMP Capital’s Quay Quarter re-invents the area bordering Bridge, Alfred, Young and Loftus Streets into a vibrant, integrated business, residential and lifestyle precinct. It links Sydney’s amazing Harbour to its bustling financial district, bringing light, energy and experiences to the precinct, day and night.
Connecting people emotionally to the story of this area in an unexpected, sensory expression drove our creative.
The Creative needed to authentically represent the sounds of Sydney’s Quay Quarter and the Harbour, in an adventurous and immersive storytelling experience. We wanted it to reflect on Sydney’s intimate relationship with the water and Harbour, to tell the story of Sydney’s continuous transformation and change. Then to capture a part of Sydney’s DNA we took 100 years of tidal, moon, sun and water temperature data from Sydney Harbour, to create an uplifting generative data visualisation with a 3D audio soundscape that brought to life the sounds of Sydney Harbour, the Woolhouses, the Harbour Bridge, Opera House and dreamtime into a completely immersive experience in Loftus Lane.
TIDAL use the largest outdoor GostMESH screen ever created and it’s the first time a GostMESH screen had been used in Australia. At 30 meters long by 5 metres wide, suspended 5 metres above Loftus Lane, it gave all who entered the Lane the chance to be part of the projection, rather than just a viewer of it
Standing in TIDAL, the audio composition enveloped you with a deep data sonification that filled the laneway. Binaural sound created a meditative and calming effect that took the immersive effect to a deeper level. You felt the life within the Lane as you heard real recordings of children laughing coming from one corner, horses hooves from yesteryear going past, the clanging of rivets on the harbour bridge high above you, ferry horns echoing and the excitement of a man’s voice as he announced the opening of the Sydney Harbour Bridge at the entrance. A huge king tide then came rushing down from Customs House to the end of the Lane and back again as Aunty Julie Freeman moved you with story of Narawarn and the coming of the sea.