In collaboration with Rudimental, Ithaca and advertising agency RKCR/Y&R, Andrew W Rae put together the audio visual content for this colourful interactive piece for Visit Britain. 

Presented as a dedicated website and on YouTube in 10 different languages, the ‘Sounds of Great Britain’ campaign was created to capitalise on the new found interest and excitement following the 2012 Olympic Games held in London.  The interactive campaign allows users from around the globe to create their very own personal itinerary of Great Britain by remixing Rudimental’s award-winning track ‘Feel the Love‘.

An array of musical ideas were crafted around chosen extracts of Rudimental’s track to carefully selected videos; the goal was to enable users to build contrasting musical outcomes that reflect the rich diversity of experiences that Great Britain has to offer – each and every location has its own dedicated music, sound design and character.

Andrew W Rae additionally had creative control of the video content and numerous aspects of its post-production which allowed him to create a truly seamless audio visual experience. 

The digital campaign was created alongside the TV ad (featuring audio work by Wave Studios).