Maxis Deria Takbir

MERIT User Experience & Journey Design
Maxis Deria Takbir.jpg
Deria Takbir.png

Agency

Ministry XR

Client

Maxis

Product/Service

Maxis Raya 2019

Brief

To enable as many possible of more than 44,000* deaf Malaysians, by using the latest technology, an emotional involvement in experiencing the Takbir Raya for the first time ever. So they can get involved and participate in the most symbolic call to prayer that declares the joy of celebrating Hari Raya Puasa, like never before.

*Registered deaf individual as according to Malaysian Federation of the Deaf, 2019.

Solution

Research studies show that multisensory experiences evoke deep emotional responses.

For Deria Takbir, audio spectral analysis is essential in converting the live delivery of the Takbir in real-time into Haptic Feedback, which the user can feel, Cymatics Visuals*, which they can see, and Synchronised Verses to read out loud.

The app elicited a strong emotional response from the mobile application user, user’s parents and the Muslim congregation too.

*Cymatics’ refers to the phenomenon of soundwaves appearing in physical nature. The cymatic visuals generated by the Deria Takbir app is based on how water responds to vibrational waves generated by the Takbir delivery.

Credit

Leo Burnett
Chief Creative Officer: Abraham Varughese
Group Creative Director: Iska Hashim
Creative Director: Walter Teoh
Creative Group Head: Kimberley Yap
Associate Account Director: Vinz Low
Senior Account Executive: Nurul Izzah Mohd Khalil
Copywriter: Idzwan Johar, Amin Sharipuddin
Senior Art Director : Chan Sze Mei
Art Director: Nelson Tse
Head Of AV: Jennifer Hendroff
Producer: Michael Loh

Two AM Music Studios
Sound Engineer: Leong Kit Kuan
Music Composer: Anton Morgan
Producer: Alison Yong, Wira Chon

Directors Think Tank
Executive Producer: Rajay Singh, Pat Singh
Film Director: Maurice Noone
1st AD Heng Tek Nam
Producer: De Shen
Director Of Photography: Anu Moothedath
2nd Unit: Sharul Nizam
Production Manager: RK Subash Krishnamurthy
Art director: Jarrod Wai
Wardrob : Darren Siew
Makeup and Hair: Monica Gill
Editor: Affandi Jamaludin
Post production: Asia Pacific Videolab

Ministry XR (App Development)
Executive Producer: Ivan Gerard Khoo
Chief Technical Officer: Dr Andrew Yew
Project Manager: Fay Ulrica Lee
Back:end Project Manager: Faisal Athar
Lead AR Application Engineer: Asyran Amin
AR Software Engineer: Nadia Marzuki
UX Designer: Fay Ulrica Lee
UI Designer: Nurul Farain and Aiman Haris
Cymatics Visualizations Engineer: Zaid Suki

GT Records (Live Cymatics Capture)
Live Cymatics Capture Director: Ram Nabil Chia
Director of Photography: Mahen Bala
Cymatics Visualization Technicians: Daryll Diengdoh, Shaktyvel Neelamekan
Line Producer: Anand Shashidharan

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