New York Comes to Life with Music in GRAMMY's Celebratory Campaign

The streets of New York are filled with inspiration, so says Tool of NA and TBWA/Chiat/Day in its celebratory campaign to mark the 60th anniversary of the GRAMMY's, which will take place this Sunday on Jan 28.

Marrying music with movement, The Recording Academy teamed up with Uber to create an immersive technological surprise for the city's passengers, as this year the music award show is returning to the Big Apple.

Once the cab starts moving, a stave - ie a musical score, for the less-musically inclined - appears on the screen in AR-form. 

The car tracks passing figures and outside objects, registering their activity and then is able to turn these into different sounds to create a unique song to correspond with the cab ride.

Passengers were impressed by the live feed as it was transmitted onto the window, albeit a bit confused! And who can blame them, it's a much more stimulating way to pass the time while you're sat in traffic.

Tough luck though if you prefer listening to the radio!

Read about an AI project Tool did in honour of David Bowie.