"How MEATABLE's vision became an Alien Brand Experience"

As part of a pitch, we developed a concept for MEATABLE that demonstrates how an Alien Brand Experience (ABX) could look and sound at a B2C trade show or public event.

From an artistic perspective, we found the challenge especially compelling: translating a highly specialized brand and product into an emotional, experiential format. MEATABLE's laboratory process—where real products grow from small cell samples—became the creative foundation of our concept.

We transferred this idea to our own work. Instead of working with stem cells, we used an audio sample: the sound of a pig. From this single sound, we developed musical structures and soundscapes, mirroring the process of growing a product from a single sample. To make the idea tangible, we used AI-based tools to translate the concept into visuals and video. The film also includes an entertaining explainer sequence that clearly and playfully communicates MEATABLE's vision and technology.

The video visualizes how the experience could be activated live: through showcases, workshops, and interactive installations where products and biological processes become sound generators, complemented by custom apps with a CI-aligned interface that invite visitors to explore the brand through music. The result is a multisensory brand experience that connects food, science, and sound, making MEATABLE's innovation emotionally accessible.