Movember is a foundation for men’s health, that in November organises world wide events to raise money for treating men’s cancer. Toms shoes is a very special shoes brand with a claim One for One, where for each pair of shoes they sell, one pair of shoes is given to a person in need. This two world wide brands/organizations got together for the 2014 campaign, where Toms shoes created a series of Movember’s shoes. They counted on Ain TheMachine to the presentation of the shoes series and the launch of the Movember’s campaign, where all the men are invited to shave so they can grow their moustache during the whole month of November, from there Movember.
This was a very interesting assignment because more than a product, what ATM had to make music and develop the show, was a concept, so physically there wasn’t any object to play. What was a barrier in the beginning, led ATM to create this technique that he calls AudioVisual Drums, where ATM uses images+sounds to make music, what made possible to develop a full performance based in a concept.
As this was the launch party of the shoes and the shaving party launch of the Movember campaign, ATM decided to record audiovisual clips of the shoes and sampled videos related to shaving. Jameson also was sponsoring the party, so ATM decided to sample TV ads of jameson, substitute the sounds and use all of them to make music during the show.
Movember, Toms Shoes, Jameson Whiskey
October 30, 2014