Sinioheid*

Around December 08, I teamed up with Fergus, a class mate, to take on a brief given to us by one of our tutors at CSM. The brief suggested that we produce a campaign, add or anything permitting us to sell a product/idea of our choice. It was well underlined that the product or idea should be well thought of and original, so for the interpreter to be appealed by it and want it.

Fergus and I didn't find much difficulty in taking on this task as we had much in common, one which was our passion for music. We both had a good background in music production and shared the same taste in electronic music. We then therefore decided to produce an add for an instrument yet to be created. A musical tool which permits you to translate your thoughts in musical sound.

The concept of the instrument was illusionary. We had then therefore think about all the different types of thoughts out there in the world. And narrowed them down to four different ones: Pessimist, septic, schizophrenic like and the board like mind.

With little skills in animation or video production, we decided to create a short clip.

SINIOHEID ( 'it's in your head') was the name we gave the instrument.