To advertise in a place where ads are not traditionally run, we got creative and turned the sound waves of song tracks on Soundcloud into a brand new form of media. Our team developed a font that could be read on these sound waves, allowing us to create a design for each letter of the alphabet using the peaks and valleys of the wave. We then composed a soundtrack for each letter, and used the alphabet to write an advertisement for NME, placing it before songs by Brazil's top indie bands.

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The unique challenge of creating an ad for this unconventional medium required us to use the outside of the wave shape or negative space to compose the letters, similar to how you can't dig a side hole in the shape of a "C". By utilizing this innovative approach, we were able to effectively promote our brand and message to a new audience.