— INTERACTIVE GENERATIVE EXPERIENCE · 2024
MMUSA — Sónar+D
An interactive visual system translating audience choices into more than 400 images across four distinct brand worlds.
Choose a dream.
Set its intensity.
Conceived by Summa Branding and presented at Sónar+D through an interactive display developed with Clear Channel, MMUSA invited visitors to combine a dream with an intensity and discover a visual response shaped around one of four brands.
400+
Images Developed
20 DAYS
Production
4
Brand worlds
One interaction.
Four visual identities.
Each brand required its own palette, symbols, product logic and degree of surrealism. Together, the four worlds formed a broad but recognisable image library designed for exploration.
CAROLINA HERRERA 212
Urban energy, fashion and desire.
LACOSTE
Sport, nature and surreal humour.
ESTRELLA DAMM
Mediterranean landscapes transformed through the bottle.
PUERTO DE INDIAS
Colour, celebration and product-led fantasy.
The system
behind the images.
A library of more than 400 original images was developed in advance across four distinct brand worlds. Each combination was conceived, art-directed and refined to make the interactive experience feel expansive without losing visual coherence.
BRAND × DREAM × INTENSITY → IMAGE
An interactive activation conceived by Summa and developed with Clear Channel, with visual direction and generative image-making by Álvaro de la Herrán.
PROJECT
MMUSA — Sónar+D
CLIENT
SUMMA
CREATIVE DIRECTION
Rafa Soto
VISUAL DIRECTION
Álvaro de la Herrán
SCOPE
Visual Direction · Generative Image-Making · Art Direction
INTERACTIVE EXPERIENCE
CLEAR CHANNEL
YEAR
2024