Partnering with an international superstar that travels the world performing on massive stages, we knew we had to do something revolutionary for his fans to take notice. After brainstorming with Martin, we landed on the creative idea of putting on a special, once-in-a-lifetime concert for the hearing impaired. This concert allowed us to communicate a greater story of music: how it is so much more than just sound. It took the positivity of the brand and the culture of EDM outside of the festival walls, while raising awareness about an often-overlooked community—especially when it comes to music. We titled our campaign “Music Lifts You Up,” with a mission to demonstrate the power of music to lift anyone up, and the way it unites us.

It was just over eight weeks from the initial concept stages to the event itself. We worked quickly to execute this idea before Martin went on a worldwide tour. With 85 deaf, Millennial-aged music fans in attendance, the scale permitted us to have the energy of a concert, but allowed for an intimate, immersive performance with little to no buffer between Martin and the crowd. Working with experiential artists and technologists, we built custom multi-sensory elements for this event, creating a unique environment of vibrating and visual components. These innovative technologies were programmed to Martin’s music to enhance the way our audience would experience his performance. To make it even more significant, Martin debuted a new song, “Now That I’ve Found You,” exclusively for our audience. The film was released on 7UP and Martin Garrix’s social channels to allow for widespread sharing and engagement—especially through Martin’s active fanbase.

The emotional response this film evokes, along with Martin’s passionate and engaged supporters, helped to spread awareness of what we set out to show: how music has the power to unite us all, and is so much more than sound. With over 2MM views, 237k+ “likes,” and almost 10k shares of the film to date, we have people talking about 7UP and Martin Garrix, with a new consideration for our special audience.