Chiara Luzzana

The Sound of City project

Chiara Luzzana is among the most creative personalities dedicated to sound design in advertising and visual communication fields. She has created soundtracks for brands and creative agencies, in the most bizarre and innovative ways, inventing a new way of sonorize moving images, not only in support of the same brand, but adding a strong viral impact. In the era of social networks video used as a means of communication, the sound becomes a substitute for the word itself, gaining undisputed potential. The Sound Of City is the Sound Art project conceived and created by Chiara Luzzana, who has captured the sounds of the cities to turn them into soundtrack. A mix of electronic music and soundscapes. The talk is followed by a live performance.

Purple

Conference Room

2

June

19.15

English

How is it possible to create the right sound? How can a sound become viral? How can it contain a subliminal message to impress our brains? What kind of musical storyboard must be designed to adhere to the brand's message? A soundtrack can improve (and sometimes get worse) the message that the client wants to achieve. That's why the figure of the Sound Designer is essential. Can be compared to the new "digital painter": the sound are the color palette.

The sound palette becomes the narrator of the brand, acting on a crucial emotion: the auditory memory. The music is stored faster in our brain, allowing an incisive remember. Chiara Luzzana will explain how to achieve this goal through sound and she we'll outline the figure as complex as fundamental, of a Sound Designers.

CHIARA LUZZANA

Chiara Luzzana is among the most creative personalities dedicated to sound design in advertising and visual communication. She has created soundtracks in the most bizarre and innovative ways, inventing a new way of sonorize moving images, not only in support of the same brand, but adding a strong viral impact.

In the era of social networks and video increasingly used as a means of communication, the sound becomes a substitute for the word itself, gaining undisputed potential.