We contributed a whole heap of content to The SSE Hydro, a new 12,000-seater venue in Glasgow. Working with their in-house marketing team and a couple of external agencies, we developed an animated version of their “graphic equaliser” roundel, which would pulse in reaction to an audio file. We tested a number of pop tracks to find one that generated the right kind of pulse, but sadly none of them worked as well as expected. So we generated white noise which pulsed once per second, which gave the animated graphics a much more visually pleasing response; bouncy, fizzy and defined.
The final background combined several different elements (pulsing roundel, light trails, a subtly shifting background, some footage of a concert crowd enjoying itself and a lens flare) and was rendered out as a square (1920×1920) file to seamlessly fit within the range of landscape and portrait screens which are used around the venue, plus versions that were carried by the Arenamation tickertape screens that encircle the inner arena.