In Warsaw, we turned a train carriage into an immersive venue for Mount Kimbie to host a experimental gig for local fans. The train was wired to be another one of Mount Kimbie’s instruments, shaping the track they recorded live. External RFID sensors were placed at certain points on the train track, so when the train passed them they became musical notes, which the band played along with live. Ambient train sounds were also integrated into the track in real time and the speed of the train dictated the BPM of the bass drum itself, so when the train sped up, so did the beat of the music adding another element of experimentation for the band. Throughout the show, fans were able to pull handles and twist rails to trigger samples and lights adding to the overall musical journey and resulting in an original take on a new song Synthi.

Shot in Warsaw in January, Mount Kimbie performed for local fans, market influencers and global media. We turned hundreds of hours of live footage into a suite of assets: main film, cutdown, teaser, behind the scenes, and participant’s point of view.

Knowing that vertical video is how our main audience consumes content, we concepted, shot and executed a vertically optimised mobile-first campaign. The content also needed to work on YouTube, so to avoid wasted space, we created a tryptic effect 16:9 wide mask as complementary visuals to the vertical video and enhance our viewers experience on full screen players. The vertical also played on Instagram, meaning we only created two assets to cover every format for this campaign and still had assets fit for platform.

Additionally, we delivered an immersive Canvas experience, a range of stills, GIFs and Boomerang to optimise the Train Trax story across digital touchpoints.

The campaign is still live so at time of entering Cannes we do not have a full post campaign analysis. But we can tell that within the first two weeks we hit over 35 million views online, and seen coverage in Hypebeast, FACT magazine, Trendhunter, SBTV and more.

Additionally, 7 markets have not only shared the main campaign, but created and produced their own ‘local topspin’ all working off the central strategy that the journey can be just as good as the destination. Local initiatives have ranged from creating nightclubs in inner-city tunnels, boat parties along the Nile and hosting their own interactive gigs on musical trains.

We also paved the way for brands producing vertical video. Facebook’s creative shop said “It is one of the best examples of vertical content I’ve seen - most brands still deliver widescreen and aren’t optimising for consumers experience of video on the platform”.