"Big Hit’s ‘What Do You Believe In?’ isn’t just a campaign—it’s a sonic manifesto for their artists, distilled into a shared belief system. We turned their hashtags into a layered, interactive audio experience that feels like a group hug for their fanbase and a sonic key for their artists to unlock their own stories.""
The brief was simple: mirror the energy of Big Hit’s core values through sound—something that feels organic yet synthetic, personal yet collective. We crafted a modular audio framework where each hashtag becomes a distinct soundworld: *connection* pulses like a heartbeat, *pineapple pizza* crackles with playful chaos, *myself* hums with quiet confidence. The experience loops through these beliefs in real-time, letting users explore them as they scroll, but also as they move through the space.
The trick was making it feel immediate. For fans, it’s a sonic extension of their favorite artists’ personalities—imagine *BTS’s* dynamic energy or *TXT’s* experimental edge, but distilled into a shared language. For the artists themselves, it’s a tool to reflect on their own beliefs, not just perform them. We layered ambient textures with vocal, and subtle spatial cues to make the experience feel alive, even when it’s just a screen. The goal was to make the music feel like a conversation, not a performance. Produced and directed by the one and only, Dee Shin.
