Creative studio merges sound and motion to create a visual narrative depicting the brands’ synergy while capturing their iconic design elements.
Bang & Olufsen recently tasked award-winning creative studio FutureDeluxe to create a campaign celebrating the new Ferrari collection that melds the sound pioneer's balance and craftsmanship with the auto brand’s iconic speed, performance, and beauty. The result - a film that captures the two brands’ iconic design elements match-cut together to draw a parallel between them. You can watch it below.
The visual narrative depicts the brands through three visual chapters, starting with a stroboscopic effect that uses a slow and elegant long exposure technique. The film gradually merges with the sound design alongside a motion blur, visualizing speed through abstract fast cuts uniting the brands. The last chapter sees the film end in liquid-like warp distortion that reveals glimpses of the product and its signature color created through Bang & Olufsen’s anodization process at its factory in Struer, Denmark.
"We wanted to create a memorable campaign that celebrates how both brands pursue excellence. We are both driven by perfection,” said Bang & Olufsen's CMO, Kamel Ouadi. “Ferrari, the masters of speed, performance, and head-turning beauty; and Bang & Olufsen, the luxury sound pioneers who flawlessly balance timeless form and function. The new collection comprises luxury headphones, earphones, and speakers. It encapsulates poise, power, and precision that looks as good as it sounds. This collaboration and our existing Scuderia Ferrari partnership support our focus on the luxury and high net worth individuals segment."
"To create a film that does justice to the pairing of two such iconic brands from two very different arenas, we had to fuse the world's most luxurious race car credentials with the world's most innovative audio engineering and design,” added FutureDeluxe's creative director, Ollie Harris. “The resulting film reflects the frenetic pace and exhilaration of driving the world's most iconic sports car, but with a memorable visual language that's more in keeping with the new collaboration's refined product world. There’s a beautiful stroboscopic effect that sometimes occurs naturally as car wheels spin, so it felt apt to digitally create an impression of this effect by marrying instancing geometry, frame blending, and motion-blur to create a fresh take on the aesthetic."
Bang & Olufsen and Ferrari will feature the film and imagery across their owned channels, including socials, website, and point of sale.
Although this is FutureDeluxe's debut work with Ferrari, the studio has previously collaborated with Bang & Olufsen on the brand's Beosound Theatre launch film that explored the emotional connection between person and product through vision and sound.
Source: FutureDeluxe
Debbie Diamond Sarto is news editor at Animation World Network.
