Silver
Pharma & Medical-Craft
Experiential Use of Music & Sound
| Entrant: | Area 23, an IPG Health Company, New York City |
| Brand: | Siemens Healthineers |
| Title: | "Magnetic Stories" |
| Corporate Name of Client: | Siemens Healthineers |
| Client Company: | Siemens Healthineers, Lisbon |
| Publishing Company: | Grupo Leya, Lisbon |
| Agency: | Area 23, an IPG Health Company, New York |
| Agency Global Creative Partner: | Danilo Boer |
| Chief Creative Officer: | Tim Hawkey |
| Executive Creative Director: | Eduardo Tavares |
| Creative Directors: | Viton Araújo/Diego Torgo/Victor Afonso/Guillermo Aracena |
| Agency Executive Producer: | Philip Schneider |
| Agency SVP Group Production Director: | Chinkara Singh |
| Production Company: | Bro Cinema, Lisbon |
| Production Company Founder, Director: | Mário Patrocínio |
| Line Producer: | Mariana Cucchiarelli |
| Director of Photography: | Tomás Paiva Raposo |
| Head of Production: | João Cruz |
| Production Companies Project Managers: | Váva Mayrink/Lara Borges |
| Post-Production Company: | Ars Thanea, Warsaw |
| Post-Production Company Founder Partner, CCO: | Peter Jaworowski |
| Music Production Company: | Tempest, Brooklyn |
| Production Company Founder, Music Director: | Lucas Duque |
| Production Companies Production Managers: | Nuno Mendes/Marta Marta Araújo |
| Production Company Production Assistant: | Eneida Neves |
| Production Company Post Supervisor: | Jimmy Egreja |
| Production Company Post Coordinator: | Sadik Jamal |
| Production Company VFX: | Ricardo Viana |
| Production Company Editor: | Ricardo Damásio |
| Production Company Grading: | Daniel Laranja |
| Production Companies Sound Operators: | Miguel Souza/Victor Ribeiro |
| Production Company Make-Up Artist: | Lexie Wolfs |
| Sound Edit & Mix: | André Almeida Guel |
| Audio & Music Production Company: | Sonido, Lisbon |
| Producer - Sonida: | Manuel Pinto |
Description:
Every MRI scan makes a unique sequence of sounds, so it is possible to predict when each of them will occur in the scan.
We collected the sound sequences of the most common pediatric MRI scans (cranial, liver, spine, sella turcica, and ears) and, in partnership with renowned authors and sound designers, produced audiobooks that synch story moments precisely with each sound of the scan.
The stories are played through non-magnetic, MRI compatible headphones, which use piezoelectric transducers to convert electrical signals into sound waves. These headphones work by receiving the audio signals from the MRI control room and delivering them to the patient's ears.
With Magnetic Stories, we are giving new and delightful meaning to all MRI noises—turning the fast spin echo beeping into a cute robot talking, or the constant pumping of the helium recondenser into the sound of a flying train, for example.
Now, pediatric patients can immerse themselves in original stories during their scans, easing their fears inside the machine.