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PUNTA CANA, Dominican Republic—The idea sounded great: Crush an entire song down to just a few seconds, simulating the complex sound of a Formula 1 race car roaring past. The initial results, though, sounded more “like a robot dying.”
Luckily, Wieden + Kennedy creative director Ray Shaughnessy says, her team stuck with the idea of matching the bpm of a song to the 15,000 rpm of an F1 car. The result, eventually, was a two-part sonic identity for F1, with a full-length new Chemical Brothers track for the brand to use and a 3-second compressed version at 15,000 bpm that became a sound effect F1 could use across its marketing.
“There
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