Geneva Camerata
Who said classical music was elitist and boring? For 11 years, Geneva Camerata, an innovative and eclectic orchestra, has been redefining the boundaries of classical music by offering unique performances. Blending multicultural talents with classical repertoire, GECA constantly pushes the boundaries. A philosophy that has inspired us and driven us to do the same.
To breathe new life into the classical scene, the visuals for the new season push conventional horizons and leverage AI capabilities to bring organic forms to life, inspired by the essence of GECA.
Client
Geneva Camerata
Services
- Brand Identity
- 360 Campaign
- Social Media
- Production
- Sound branding
Beyond conventions: Innovation at the heart of music
Geneva Camerata is a classical music orchestra based in Geneva. They perform concerts in Switzerland and tour worldwide. For over 10 years, this innovative and eclectic orchestra's mission has been to change people's perception of this musical genre by creating unique shows, blending multicultural artists with classical music.
The 50 musicians are led by David Greilsammer, recognized as one of today's most daring conductors and pianists. Acclaimed for his unusual multidisciplinary performances that fuse music, dance, and theater. Geneva Camerata also creates surprising encounters between different musical universes, ranging from classical to jazz, hip-hop, techno, and world music.
However, classical music currently suffers from an elitist, dated, and somewhat boring image that is difficult to deconstruct. The challenge: to revise their image so that it finally reflects the "Geneva Camerata" spirit in order to change the public's perception of what classical music can be.
For this second collaboration with GECA, we drew inspiration from their philosophy and pushed traditional boundaries to create structures that seem to emerge spontaneously from the world around us.
Produced in collaboration with Signature A.I production, these structures are the result of training an AI program for over two months. Each element becomes a singular piece, imbued with its own vitality and in perfect harmony with its environment.
Production
The advent of AI marks a revolution in our approach to creation. In collaboration with Signature A.I production, we trained an independent AI program for over two months with more than 30,000 references to create these structures that seem to emerge spontaneously from the world around us. Each element becomes a singular piece, imbued with its own vitality and in perfect harmony with its environment.
Credits
- A project by
- twks
- Creative Director
- Alexandre Pugin
- Managing Director
- Raphaël Pasquali
- Account Manager
- Yasmine Ahamed
- Strategic Planner
- Claude-Anne Schumacher
- Art Director
- Anaël Bouglé
- Head of Design
- Lafko Heufemann
- Designer & Motion
- Nicolas Calame
- Production
- Signature A.I