NEVER STOP IMAGINING
A BETTER SOUND
with BOSE X Mercedes AMG Petronas F1 Team
Creative Direction / Sports Marketing / Video production / B2B campaign / European market
A series of “sound tests” using soundless F1 video assets? Challenge accepted.
The brief was to create an engaging B2B campaign targeting sales reps in major electronic stores across Europe (and indirectly increase sales). Bose wanted to leverage their partnership with Mercedes AMG Petronas F1 Team and offer an enticing prize, with highly engaging content, introducing them to their latest sound devices, in a more memorable and meaningful sound immersive way.
First I did some digging on what Bose is about; Bose is a brand that is known for high-standard professional audio quality. The person who invented it, Dr. Amal Bose (Google him), was a huge audiophile and sound geek from MIT. Working on ways to improve audio technology. The brand still invests in research programs with them, so I thought,
let’s put the sales people in the shoes of sound engineers, and invite them to NEVER STOP IMAGINING A BETTER SOUND.
Somehow I made this happen with soundless footage we got from the team. We worked with a sound design studio to create each video’s sounds, soundtrack, sound design, including the engine sounds, from scratch. We had to check in with the F1 crew a few times to make sure the engine sounded right. So even in producing these sound tests, we imagined better sounds and brought them to life.
The result? A competition using unique sounds from the racetrack to learn about the products, answer a time-based (of course) quiz, and win the leaderboard to get a prime Grand Prix ticket to really be immersed in the sounds of the racecars.
Keep scrolling.
Sound on:
SOUND TEST 1
Discover the hidden sounds.
This “sound test” was designed to show off the superb quality surround sound that picks up and isolates the smallest of sound details in whatever it is that you are watching or listening to.
Note this footage was completely sound-less when we got it, I worked with a brilliant sound design studio to add the sounds and bring it all to life.
You can imagine F1 team were particular about getting the engine sound right.
Play the video to see which sounds you can pick up from around the track when we carefully isolate the engine noise in the slow-motion scenes.
This video had no sound. I worked with a sound production studio and creatively directed the sound design and soundtrack for each video.
SOUND TEST 2
Discover a clearer sound.
This one was designed to show off the crystal clear sound details in the heaviest of soundtracks, the baddest of the bass that the Bose speaker could provide.
Music starts of slow, like a low-rumbling beast before setting off on the open road. It starts off slow and crescendoes to full throttle.
Play the video. Can you feel the bass?
This video had no sound. I worked with a sound production studio and creatively directed the sound design and soundtrack for each video.
SOUND TEST 3
Discover the synchronised sounds.
This one is all about hero-ing the multi-space feature in the Bose speakers; which essentially allows you to connect and disconnect different speakers in the different rooms of your house.
We took the multi-space idea to the race track and showed off how those spaces, like the speakers, can also be in sync, or not, whatever you prefer.
From the race track to Lewis Hamilton’s headphones, here’s another sound-inspired video, demonstrating the sync feature of the BOSE speakers.
This video had no sound. I worked with a sound production studio and creatively directed the sound design and soundtrack for each video.
