These 15-Second Sound-Meets-Art Ads for Sonos Are Totally Mesmerizing
Wireless Audio Brand Works With 72andSunny and 1stAveMachine to Show How 'Music Can Transform Your Home'
Oct 12, 2014
If you make cutting-edge wireless audio systems, how do you translate the core appeal of your product -- awesome sound -- into visual form for a TV campaign? If you're Sonos, you work with 72andSunny and 1stAveMachine to create a series of mesmerizing 15-second spots that show how "music can transform your home" via stellar animation (along with, of course, some killer tracks). "Pop-Art," above, shows a stark white room suddenly coming to life thanks to adorable googly-eyed blob creatures that emerge from big black dots all over the walls and furniture (the song playing is La Femmes' "Nous Etions Deux"). Other white rooms get equally cool instant makeovers in "Forest,""Gold,""Claymation,""Explosions" and "Melt."
A Sonos spokeswoman tells Creativity that the spots were shot in Argentina by a trio of directors over a five-day period. The songs were chosen ahead of time by Jason Bentley, the influential electronic-music DJ and music director at public-radio stalwart KCRW, so the combination of live-action filming and post-production GGI could be synced perfectly with the music.