NEVER STOP IMAGINING
A BETTER SOUND
BOSE X Mercedes AMG Petronas F1 Team
Creative Direction / Sports Marketing / Video production / B2B campaign / European Market
The brief:
The brief was to create a B2B campaign targeting sales reps in major electronic stores across Europe to increase knowledge of the products, and increase sales. BOSE wanted to leverage their partnership with Mercedes AMG Petronas F1 Team for the campaign.
First a deep dive on what BOSE is about:
BOSE is a brand that is known for high-standard professional audio quality. The person who founded it, Dr. Amal Bose was a huge audiophile and sound geek from MIT (university in Boston) where he ran a lab that was working on ways to improve audio technology. The brand still invests in research programs there, so I thought, let’s put the sales reps in the shoes of sound engineers, and invite them to explore sounds of F1, through BOSE.
Painting with sound
We received footage from the F1 team, ironically without any sound. So 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 team along the way to make sure the engine sounded just right. So even in producing these sound tests, we imagined (better) sounds and brought them to life.
The result?
A pan-European competition to engage sales reps, with a series of sound tests using unique sounds (sound designed from scratch) from the F1 racetrack, that allows them to learn about the products, answer a time-based quiz, and present them chance to win a Grand Prix ticket to go be fully immersed in the sounds of the F1 race track, in real life.
Sound on:
SOUND TEST 1
Discover the hidden sounds.
This sound test was designed to show off the superb quality surround sound of the BOSE speaker that picks up and isolates the smallest of sound details in whatever it is that you are watching or listening to.
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.
Note all footage was completely without sound when we received 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.
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?
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.
