HOPEFALL
HOPEFALL
Client: American Cancer Society | Role: Senior Art Director
Brief: How do we make American Cancer Society’s moment of remission for patients, the ringing of the Hope Lodge Bell, and make it a impactful sound that last forever. This activation also doubled as the Agency Holiday Card.
Intro: Welcome to the world's first Hopefall for cancer where every snowflake is as unique as you'd expect—but with an added glimmer of hope. It's a one-of-a-kind AI visual render of the sound of patients ringing the Hope Lodge Bell, celebrating the end of treatment.
HOW IT WORKS.
Showing the process of how we took the sound of the bell and made it into a one of a kind visual called a soundflake.
Ringing the hope Bell
Our team received dozens of bell videos that were analyzed by sound engineers specifically for this purpose—to transform the sound of the bell into a unique visual representation of this special moment in the cancer journey.
Sound Analysis
Our custom-built generative application analyzes the bell audio for everything that makes it unique—frequency, duration, tones, and ambient sounds such as clapping, cheering, and of course the sound of the Hope bell itself.
One-of-a-kind Soundflake
The analyzed sounds transform into the very fibers and motion of each soundflake, becoming more elaborate as the soundflake grows to match the cadence of the bell ringing. The result? A unique soundflake for each bell moment.
Messages of Hope
We asked non patients to write messages of hope that created visuals to add to the other soundflakes in the Hopefall. To join the Hopefall, make an honorary soundflake and write your message of hope for cancer patients and survivors.
“Sending love and light this holiday season!” - Hannah S. | Chicago "You are never forgotten!" - Susan V. | Nashville
“Sending love and light this holiday season!” - Hannah S. | Chicago "You are never forgotten!" - Susan V. | Nashville
"For my mother who had breast cancer and beat it while I was in college." - Meghan F | NYC
"For my mother who had breast cancer and beat it while I was in college." - Meghan F | NYC
“You are strong, brave, beautiful, and loved! We support you!” - Robert R. | Jacksonville
“You are strong, brave, beautiful, and loved! We support you!” - Robert R. | Jacksonville
Listen up.
Collaborating with our sound Engineer, we took the 3-5 second bell sounds and sampled them into a larger bell symphony, used on the background of the hopefall site and at the live event.
The Live Event Launch in NYC
Miracle on 32nd Street
To launch the hopefall online experience, we wanted to pair it with something very physical and directly impactful to the ones this idea is for, the patients at the Hope Lodge. So, we did what any logical person would do to spread happiness, make it snow.
