The LSO’s second season under the direction of Sir Simon Rattle is embodied by the theme ‘Music of the Land’ – featuring pieces inspired by landscapes.

Rather than the clichéd ‘rolling hills’ that have represented classical music for a century, we chose to imagine new ones.

Fundamental to the campaign is the new visual identity launched last year, which reinterprets motion capture data in collaboration with a different artist every year, communicating the emotion and experience of an LSO performance in new and unexpected ways.

Motion data captured in 360° was transformed into abstract land forms. Their formation is guided by the conductor’s baton, & the terrain reacts to the details of the orchestra’s performance.

The films & subsequent stills form the basis of the new seasons campaign, combined with expressive typography to showcase events online, in print & around London & the Barbican.