Too Many T's
2018
Featuring Alexa
AI voice collaboration
The world's first song in collaboration with an AI voice.
Core concept team. Then the making: art direction with Pedro Gropo, with the artists and the film crew.
Made withToo Many T's · with Franz Röppischer, Lorenz Langgartner, Robin Karow · and 8 others
- Year
- 2018
- Client
- Too Many T's
- Role
- Creative, Serviceplan Innovation
- Live
- Visit project ↗
01
Problem
South London hip-hop crew Too Many T's needed to break out internationally. Without major-label marketing, they needed a feature that was both meaningful and impossible to ignore.
02
Idea
Feature one of the most recognized voices on Earth — Amazon's Alexa. A collaboration the algorithm could not refuse.
03
Execution
A production that treated Alexa as an artist, not a tool: writing the track around her voice's constraints, syncing her phrasing with the beat.
04
Impact
Press coverage from creative and tech press alike. Its “virtual world tour” reached 28 million people in 37 countries, per Red Dot.
Recognition
Clio
Bronze ×2 · Audio Technique, Direct (2018)
Red Dot
Communication Design: Music Video (2018)
One Show
Merit · Radio & Audio (2019)
New York Festivals
Bronze · Audio/Radio (2019)
Cresta Awards
Bronze ×2 · Digital, Branded Entertainment (2019)
London International Awards
Bronze · Digital: Weird Wonderful Work (2018)
Press
Full credits12 credited +−
Agency and production
- Alexander Schill · Global Chief Creative Officer, Serviceplan
- Franz Roeppischer · Creative Direction
- Lorenz Langgartner · Creative Direction
- Saurabh Kakade · Art Direction
- Pedro Gropo · Art Direction
- Robin Karow · Film Direction
- Christoph Werner · Director of Photography
- Marie Kobylka · Film Editing
- Henan Wensink · Music Supervision
Artists
- Standaloft (Ross Standaloft) · MC, Too Many T's
- Leon Rhymes · MC, Too Many T's
- Savage Henry · DJ / Production