What does a city sound like when the stages go silent? At Publicis Groupe Slovenia, they tackled this question with artificial intelligence. Using drone footage that captured the movement of pedestrians in the old town center, AI detected the rhythm of footsteps and the dynamics of the space and transformed them into three different jazz melodies. Thus, the city’s sound identity was born – not from a studio, but directly from the street. Every step became a note, every passer-by a part of the composition.
“This is a subtle yet recognizable narrative that breathes with the city and remains present even when the festival falls silent. The initiative comes from Jazz Kamp Kranj, which has been bringing the old town center to life every August for more than two decades. This time, the festival was not the content of the sound identity but its catalyst – an inspiration to think of the city as a living musical organism,” explains Creative Director Petja Selan.
Musician Gregor Grašič adds: “Jazz matters because we must hear it – it carries a story of emotions, the fastest and richest vehicle in life. With this AI project, we wanted to show that music is created everywhere, if only we listen.”
Project videos on the Jazz Kamp YouTube channel:
Graphic Identity
The sound concept also gave birth to the festival’s visual identity – a link between pedestrians, sound, and graphic language. The recognizable visual design was inspired by amplifiers and sound towers, with their sound wave graphs reinterpreted into modern visual patterns. These were then applied across all festival materials – from posters and digital screens to T-shirts and promotional assets.
The Campaign Roll-Out
The project lasted 19 days with a strong focus on OOH and digital channels. In Kranj, the message spread via Tam-Tam posters and classic and digital City Lights, while digital screens on the Ljubljana promenade provided a broader reach.
The digital part included the JazzKamp.com website, banners, Facebook, Instagram, and TikTok, as well as an ad in Gorenjski glas. Much of the activity was supported by sponsorship funds, which required careful optimization and selective boosting of content. The result was a campaign that, through a creative idea and precise budget allocation, created a new – both sound and visual – identity for the Jazz Kamp festival in Kranj.
When the Picture Plays: The Process of Generating Music with AI
How does music emerge from a static picture or a video? In the Jazz Kamp Kranj 2025 project, the Singify program was used to transform visual materials into sound.
If you upload a video (for example, drone footage of a street), the AI recognizes movement, rhythm, and structure and creates a musical “mood” out of them. A precise drone shot determines the length and tempo of the piece. If you upload a static image (for example, the graphic on a festival T-shirt), the AI analyzes visual elements and translates them into a 3-4 minute composition. Every motif on the image becomes a note.
The user chooses whether the track will be instrumental or vocal. The final result is a completely unique musical signature – sound born out of visual art. Thus, posters, T-shirts, and even drone footage of Kranj became not only the festival’s visual identity but also its sound identity.
Team
Client: Jazz Kamp Kranj
Client representatives: Gregor and Primož Grašič
Agency: Publicis Groupe
Creative & Art Director: Petja Selan
Designer: Lea Mesarič
Art Director for Web & Motion Design: Matjaž Škufca
Digital Producer: Robert Lupše
Director of Digital Solutions: Anamarija Komac
Media: Europlakat, TAM-TAM
