THE SCIENCE BEHIND THE STICKS
WHAT WE DID
ANIMATION
ILLUSTRATION
ROLAND'S GROUND BREAKING RESEARCH INTO THE POSITIVE MENTAL AND PHYSICAL BENEFITS OF DRUMMING.
Hey! What? had the opportunity to work with the Roland Drum Division on an exciting project that highlighted their research into the positive effects of drumming on the human mind and body.
The project, called "The Science Behind the Sticks," was a collaboration between Roland, two scientists, and legendary Blondie drummer Clem Burke.
We worked alongside award winning commerical film director and collaborator Alun De Pughe to produce an animation that was to be played on large screens at the CES consumer show.
Looking to engage audiences with a strategic-led rebrand? Get in touch.
THE CHALLENGE: MAKE IT FUN
We reviewed the previous years festivals key visuals and they didn’t have the flex to feel like a festival brand. We agreed with Beacon that longevity and consistency to the festival needed a broad appeal for kids aged 3-9.
We set out to transform the festival’s identity by crafting a brand that was brimming with personality and character.
THE OUTCOME: BURSTING WITH FUN TOO MUCH FUN AAHHH FUN FUN FUN
Our creative approach centred around designing a lively troupe of charismatic characters, each symbolising a different aspect of the festival's offerings. From music and dance to art and play, these characters became the heart of the Hoo-Ha! identity, making the festival’s spirit tangible and relatable.
We brought these characters to life with a touch of animation that was used across socials and digital screens throughout the venue.
The new logo lockup builds on the Bristol Beacon brand font, reimagined for the festival with a compact, kid-friendly design that prioritises clarity and legibility. Paired with vibrant colours, dynamic shapes, and playful typography, the rebrand ensures Hoo-Ha! feels as joyful and energetic as the festival itself.
The result? A reimagined identity that doesn’t just welcome families back – it invites them to dive headfirst into a world of fun.
Thanks so much guys – super-appreciative of the effort and love the work.
This has been a great project, and it’s amazing what’s been achieved in just a few weeks.
JULES TABBERER-STEWART
Head of Drum Division - Roland
THE BACKGROUND
The project began when the scientists witnessed the energy and power that Clem Burke was using during a Blondie gig and wondered how similar drumming could be to sports and athletic pursuits. Through a series of lab tests across UK universities, they discovered that drumming can have the same effect on the body as a professional athlete. The brain becomes hyper-engaged and communication between different areas of the brain is enhanced when coordinating multiple limbs at the same time while drumming. This research is being used to help create new neural pathways for stroke and mental health patients.
Roland Drum Division was launching their new drum kit, the TD-02K, at the CES consumer show and asked our agency to bring their scientific partnership with the Clem Burke Drumming project to life for the event. Our team created an animation that explained the project's process and findings, showcasing the insanely positive effects of drumming on the human mind and body.
We involved the entire team in the scoping and creation of the animation, creating a style and technique that could be achieved within the project's time frame. We created style-frames to ensure buy-in from the worldwide Roland team and sign off from Clem Burke. The animation team used rotascoping and parallax techniques to create various scenes, delivering animatics and edits on a daily basis to ensure a smooth feedback process for all stakeholders.
