Creating a new seasonal campaign to celebrate the growing collective of the LSO musicians. Showcasing the unique connection between the Orchestra’s musicians and conductors during a performance.

LSO Strung Together

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#### In brief
In 2023, Sir Simon Rattle transitioned to the role of Conductor Emeritus, a lifetime honour, marking the end of his eight-year tenure as Musical Director of the London Symphony Orchestra.

Since the launch of the LSO Masterbrand in 2017, we have created seasonal campaigns to visualise the movement of the baton of Sir Simon Rattle. To reflect this pivotal moment in the Orchestra’s history, the 2023/24 campaign *Strung Together*, moves focus towards the unique connection between the Orchestra’s musicians and conductors during a performance. 

We created a dramatic, tension-filled campaign that depicts how the dialogue, chemistry and connection between the conductor and the orchestra shifts and develops through the course of a performance. 

#### What we did
The visual expression draws inspiration from the fan-shaped layout of the Orchestra’s seating on-stage at the Barbican, home to the London Symphony Orchestra. 

Working with XK Studio, we used motion capture of the conductor’s movements during excerpts of Ravel’s Daphnis et Chloé Suite no. 2 to create an expressive art piece that visually transforms and connects the gestures of the conductor with those of the Orchestra.

Using a computer-generated simulation of golden, metallic strings, each representing a musician in the Orchestra, the film opens with an aerial view of strings connecting the conductor’s hands to each musician. At the centre of the composition is a dramatic entanglement. As the conducting begins, the strings are pulled and twisted back and forth, slowly unravelling, reflecting the creative connection and communication between conductor and musicians. The piece builds to a powerful crescendo, when the final movement of the conductor sees the strings become completely untangled. 

We created a series of stills to highlight powerful moments int he film, from the fan-shape to the moments of entanglement. 

> “As the LSO’s family of conductors develops, we wanted this year’s campaign to anticipate and reflect the upcoming season. This means telling other stories from within the season, including showcasing the skill and artistry of the musicians of the London Symphony Orchestra themselves. The resulting film truly captures the sense of creative collaboration that underpins the magic of the LSO’s music-making.”
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> *— Fiona Dinsdale, Head of Marketing, London Symphony Orchestra*

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> “This year we are excited to focus on the powerful connection that exists between the entire Orchestra and the conductor, the remarkable chemistry that occurs during live performance. Continuing to use digital motion capture to create a powerful emotive expression, we have created a campaign that reflects how the special relationship between conductor and orchestra grows through the process of performing the music.”
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> *— Stuart Radford, Executive Creative Director, London*

In 2023, Sir Simon Rattle transitioned to the role of Conductor Emeritus, a lifetime honour, marking the end of his eight-year tenure as Musical Director of the London Symphony Orchestra. To mark this moment of change, we worked with XK Studio to create a dramatic, tension-filled campaign, Strung Together, using motion capture and computer-generated simulation, which depicts how the dialogue, chemistry and connection between the conductor and orchestra shifts and develops during a performance.

Brand film

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Design Bridge and Partners creates a new seasonal campaign to celebrate the growing collective of the LSO musicians. Showcasing the unique connection between the Orchestra’s musicians and conductors during a performance.

Design Bridge and Partners | LSO Strung Together

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.