A Journey to Audio Perfection in Just Nine StepsSeptember 12th, 2012
The making of Philips’ ‘The Sound of Creation’ campaign
Tribal DDB Amsterdam and Philips declare their obsession with sound with a new digital campaign, ‘The Sound of Creation’. The fully interactive digital experience celebrates the virtuosity of sound craft, offering music lovers and audiophiles a chance to explore the narrative of acoustic design and craftsmanship behind the Philips Fidelio product range.
‘The Sound of Creation’ was made in collaboration with songwriter and producer Washed Out, and Stinkdigital London who built the site experience and brought in Swedish film director, Gustav Johansson to direct the film.
Nine steps, nine layers of music, nine videos, nine inspiring stories behind nine products from the Philips Fidelio range
“The nine steps of the production process were visualized and reinterpreted into a journey. Each step carries a unique soundtrack and an intriguing behind-the-scenes story. Some of these stories are funny, ridiculous, surprising or even unbelievable,” said Chris Baylis, ECD at Tribal DDB Amsterdam. “We have spent a significant amount of time with engineers and designers from the Philips Fidelio range. This campaign wouldn’t be that special if it wasn’t for all the conversations we had. The anecdotes were fascinating and inspired us immensely.”
Step one, ‘Inspiration’ tells how the designers and engineers at Philips Sound studied the intricacies of air movement through a trumpet in their quest for perfection. Step five, ‘Improve’, shares how moulds were made from 400 different ear shapes in order to create the perfect cushion for the M1 headphones.
“While visiting the Philips engineers we found one of the first SoundSphere prototypes,” said Pol Hoenderboom, copywriter at Tribal DDB Amsterdam. “The floating tweeter was a bent spoon from the canteen, glued onto an adjusted speaker with pieces of bubblegum. Now that’s what I call improvisation. You won’t find stories like these in a brochure.”
Sound and Image
Tribal DDB Amsterdam, Washed Out’s Ernest Greene, and Cannes Young Directors winner Gustav Johansson collaborated with Philips to create an interactive, multi-layered soundtrack and video featuring sampled sounds and images inspired by nuances of the product engineering.
Washed Out’s experimental style and creative use of sound-loops resulted in an uplifting and infectiously hypnotic track which slowly builds against beautifully shot visuals.
“The experience is like an audio-visual metaphor for creativity”, said Washed Out’s Ernest Greene. “As an artist, what I found interesting was that I go through similar stages of the creative process when producing a song as Philips’ engineers and designers do when they’re creating a new Fidelio product.”
Stinkdigital, London were approached by Tribal DDB Amsterdam to bring the idea to life; and immediately brought in director Gustav Johansson, who crafted the beautifully crafted films. Nine frames are revealed on the web page, which when clicked allow visitors to explore and play with the layers of image and music, and discover the featured Fidelio hero products’ design story.
“Extreme close-ups that accentuate product and sound detail to the fullest were key in bringing our idea to life,” said Bart Mol, art director at Tribal DDB Amsterdam.
James Britton, Executive Producer, Stinkdigital, London said: “This has been a great project to work on – conceptually, creatively and technically. We love creating this type of rich work – and it’s one of those sites where the more time you spend playing with it, the more rewarding the overall experience.”
To experience ‘The Sound of Creation’ visit: http://www.thesoundofcreation.com/
Watch the ‘Making Of’ movie here: http://youtu.be/Hj3T_c4Rcpw?hd=1
Check out Philips Sound at: http://www.facebook.com/philipssound