Activation location
Sónar Hong Kong

Audience profile
Festival audience – 6,000
Target audience – 18 – 35-year-olds

Creative Director – responsible for creating and implementing Levi’s at Sónar Hong Kong.

A collaboration with Henry Chu from Pill & Pillow

Context synopsis
Sónar – Hong Kong

Since its inception in Spain over 23 years ago, the Sónar festival has positioned itself at the cutting edge of the electronic music landscape and with its interactions with digital culture, creativity, design, and technology – its pedigree is undisputed.

It is a meeting place for a public consisted of opinion makers, thirsty for innovation and creative style.

Levi’s considers Sónar Hong Kong an ideal platform from which to reach a cool underground audience.


  • To champion the concurrently running Orange Tab Campaign
  • Champion the local art scene and integrate commissioned art into the Levi’s and Sónar event
  • Design and implementation

The idea
A straightforward proposition was pitched to Levi’s, whereby their activation would feature in 2 key lo

  • 1st Location – a large wall to be erected at a position with constant footfall, in this wall would be commissioned artwork for the Orange Tab campaign
  • 2nd Location – in an area between 2 of the stages in the bar area, we would flood the room with an orange pulsating light. In one corner would be a very large LED screen. This screen would have sensors that track passerby’s movements. As the room was also flooded with sound from one of the main stages, it would attract dancing and collective interaction

Motion tracking