Branded Entertainment has become about the consumer's actual experience with the brand, no longer about just selling the product but instead assuring the audience's faith in the brand and its message.

Music is now becoming a product placement as brands are becoming more and more associated with certain sounds, genres and bands proving that music is a pivotal connecting factor between the brand and the consumer.

As this was an interactive project at TED, it allowed the audience to step into the Photon Shower and emerge feeling rejuvenated. They not only had access to the installation but also an app to run the device, animation that had to be created to project the blue light in an elegant way, there was an algorithm that had to be developed to create custom jet-lag therapy calendars that users could take home, as well as the soundscape and sound design created by Drazen Bosnjak of Q Department.

The result was more than just TEDsters leaving refreshed and time-zone adapted. It got people talking about Delta's larger sleep story in a way that went far beyond fluffier pillows. It showed that Delta wasn't merely talking about sleep. But innovating it.

The client was able to engage the consumer on a visceral and personal level as opposed to just selling the product.