Tribal Worldwide, London uses a combination of creativity and technology to reinvent the driving experience.


Issue 21: Play The Road

Simon Poett

Creative Director, Tribal Worldwide London

Simon leads the creative department across all digital and integrated projects for Tribal Worldwide, London. He’s responsible for work across Volkswagen, O2, adidas originals, Exxon and Guinness. Before that he grew the digital offering at iris worldwide, producing award-winning work for Coke, Sony, CNN, Network Rail, Speedo, Manchester United and Chelsea FC. Recently Simon’s led the redesign of O2’s online experience and the creation of Tribal’s first social campaign for adidas originals.

Matt Oxley

Head of Creative Technology, Tribal Worldwide London

Matt leads the creative technology department across all digital and integrated projects. He has been responsible for much of the multi-award winning work that has been produced by Tribal Worldwide, London over the last decade, including Volkswagen, O2, Virgin Media, Hasbro, Philips, Guinness, Unilever and Exxon. Matt’s most recent programmes of work have been the redevelopment of O2’s online customer experience, Volkswagen showrooms and The Guinness Storehouse customer experience in Dublin. Matt was named in The 2010 Creativity 50 – Creativity Magazine’s worldwide annual list of the most influential and inspiring creative personalities of 2010.

Driving Music Reinvented

The original Golf GTI was an innovation project created for the sheer joy of driving.

The resulting car invented the ‘Hot Hatch’ category and a captivating driving experience. We needed an idea that reinvented the driving experience for now.

Driving and music are inextricably linked in all our minds, but we wanted a unique take on that relationship. The premise was simple – create an application that creates music as you drive. We collaborated with Underworld – musicians with a rich heritage in both artistic and technological experimentation – and with Sound Designer Nick Ryan and Reactive Music Producer Yuli Levtov.

Keep Reading

“Driving and music are probably the most important things in my musical education: sitting in the back of my dad’s car at night. It was a filmscape to me, it was beautifully lit and the dashboard was magical, some pirate station was on the radio and that was everything to me.”

Karl Hyde

“I think we all felt from the beginning that if it was just an experiment that produced an experimental result and that was it then it was going to be a failure. It needed to arouse emotions, as music does.”

Rick Smith

“We want to listen to this bit of data here, but then we want to stop listening to it here and listen to this completely different bit of data here. How they all interweave, that’s where the complication of the project starts to multiply.”

Yuli Levtov
Reactive Music Producer

“Responsive music presents the musician with completely new freedoms of expression. It allows them to design ‘experiences’ for listeners, which are contextual to the listener’s environment, their activity and their behaviour.”

Nick Ryan
Creative Producer and Audio Specialist