Fresh Push Play
At Wieden+Kennedy Tokyo’s in-house music label Tokyo Lab, we collaborated with the artist HIFANA to create a playful music app. Using an iPhone’s mic, users could sample everyday sounds and instantly perform with them on an MPC-style interface—the same instrument HIFANA uses on stage.
The app also let users scratch freshly sampled sounds and experiment with effects through a Chaos Pad–like interface. It extended HIFANA’s unique performance style—transforming real-world sounds into music—and made it accessible for anyone to enjoy.
Launched in 2012, it was ahead of its time: years before apps like Koala Sampler (2019) or the mainstream adoption of iMPC, Fresh Push Play gave people a simple way to record, remix, and play in real time. It remains a standout example of how technology and creativity can come together to make music playful, surprising, and accessible.
Remix Your City
To promote the app we created with HIFANA, we produced a music video showcasing the duo using it in a playful, high-energy way. Our first idea was to film their performance on the street—but getting police permission proved impossible.
So we flipped the concept: if the streets were off-limits, why not take it to the sea? We rented a traditional Japanese yakatabune party boat, covered it with LEDs, and sailed into Tokyo Bay. There, HIFANA performed a full set to a special onboard audience, turning the harbor into their stage.
The result was a wild, unforgettable performance that captured the spirit of the app—mixing sound, place, and creativity in unexpected ways. And yes, the police still showed up at the end, which you can spot in the final scene 👮♂️.