Back The Valley of Vinyl
For our new award-winning campaign for Dublin Vinyl with Rothco Agency, we tap into the community of music lovers, who are discovering the joys of music experienced on the oldest format.⠀
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If you look at the grooves of a vinyl record through a high magnification microscope you will see these valleys of sound, where the music is actually a physical landscape. Each and every song has a completely different valley, like a musical fingerprint.⠀
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Discovering the world of vinyl, we wanted to capture in camera the exact location of specific lyrics; lyrics that happened also to be place names. We picked a number of classic records from Dublin Vinyl, and set about capturing the geography of the world of vinyl. ⠀
Using a microscope lens, we set about capturing the precise location of a particular lyric on a vinyl LP record. After playing the record and marking the position, we sliced the record using a laser.
We then took a series of 400 shots over a distance of 4mm of the specific place in the specific groove where a place name was sung. A painstaking process when photographing a subject thinner than a human hair.
We are delighted to have won a silver award at the Creativepool Annual and a bronze award at the ICAD 2021 advertising awards.
See our behind the scenes film and more from this project below.
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