Sonos Visualizes Music in New Campaign

By Erik Oster 

72andSunny has unveiled a new campaign for Sonos’ wireless hi-fi system which playfully imagines what different genres of music would appear as visually.

Taking the notion that Sonos can transform your home literally, the spots each match musical genres with a distinct visual style. So, for example, in the ad set to “Nous Etions Deux” by La Femme, a home is taken over by pop art, starting with spots covering random appliances. In other spots the folk-pop of Sylvan Esso is rendered in claymation, the electronica of Mount Kimbie melts the walls and the croon of Isaac Hayes is paired to (what else?) liquid gold.

Music for the spots was curated by KCRW Music Director Jason Bentley prior to the shoot, informing the pacing, mood and feeling for filming. This approach seems to have payed off, as the music and visuals, created using a combination of practical and CG effects, combine seamlessly, as the sounds seem to transform the space. The homes pictured, “designed to represent people around the world in all kinds of living spaces” are also perfectly matched to the music and chosen form of visualization. Shot over the course of five days in Argentina, everything comes together for a series of ads that imaginatively illustrate the benefits of Sonos’ product and are a lot of fun to watch.

Credits:

Client Contact:
  • VP, Global Brand Experience: Chris Kyle
  • VP, Brand Design: Webb Blevins
  • Sr. Marketing Manager, Campaign: Molly LaMotte
  • Marketing Specialist, Campaign: Jessie Graber
  • Marketing Coordinator, Campaign: Christen Fallon
  • Sr. Director, Digital Marketing: Aaron Foreman
  • Director, Global Industry and Artist Relations: Thomas Meyer

Agency: 72andSunny, Los Angeles, CA

  • Chief Creative Officer: Glenn Cole
  • Chief Executive Officer: John Boiler
  • Group Creative Director: Frank Hahn
  • Creative Director: Josh Fell
  • Creative Director: Rey Andrade
  • Lead Copywriter: Jed Cohen
  • Lead Designer: Jeremy Wirth
  • Designer: Sean Mathews
  • Director of Production: Sam Baerwald

§  Chief Production Officer: Tom Dunlap

§  Sr. Film Producer: Marisa Wasser

  • Group Brand Director: Mike Parseghian
  • Sr. Brand Manager: Jen Marvin
  • Brand Manager: Jessica Brewer
  • Brand Coordinator: Jena Casiean
  • Sr. Business Affairs Manager: Christina Rust
  • Business Manager: Beau Thomason
  • Strategy Director: John Graham

Music/Composer

“Water Fountain”; tUnE yArDs (Blocks)

“Hey Mami”; Sylvan Esso (Claymation)

“Hoochie Coochie”; Band Of Skulls (Explosions)

“Warm Foothills”; Alt-J (Forests)

“Nous Etions Deux”; La Femme (Pop Art)

“You Took Your Time;” Mt. Kimbie Ft. King Krule (Melt)

“Shaft Theme”; Isaac Hayes (Gold)

 

Music Supervisor

Jason Bentley

Production Company: 1st Ave Machine

Production Partner:  Tronco (Claymation, Explosions, Forest)

  • Director: Tomi Dieguez
  • Creative Director: Nico Casavecchia
  • Executive Producer BA: Lautaro Brunatti
  • Director of Photography: Shawn Kim
  • Partner/Executive Producer: Sam Penfield
  • Executive Producer: Lautaro Brunatti (Blocks)
  • Line Producer: Shanah Blevin
  • Line Producer BA: Guadalupe Tellado & Marina Ponce (Claymation, Forest, Pop Art, Gold, Blocks)
  • Production Designer: Marcos Lutyens (Claymation, Forest, Pop Art, Melt, Gold, Blocks)
  • Production Manager: Natalie Jacobson (Blocks)
  • Set Dresser: Veronica Geraige
  • AD: Constanza Buchaman

 

Editorial Company: 1st Ave Maching & Tronco

  • Editor: Emiliano Fardaus (Blocks, Forest, Pop Art, Melt, Gold)
  • Partner/Executive Producer: Sam Penfield (Explosions, Forest, Pop Art, Melt, Gold)
  • EP/Managing Director: Lautaro Brunatti  (Blocks)
  • Executive Producer BA: Lautaro Brunatti
  • Head of Production: Lisanne McDonald
  • Post Producer: Sebastian Sanz & Paula Moura

Post Facility: La Posta

  • Colorist: Laura Viviani
  • Producer: Plablo Tuffaro

Mnemonic1st Ave Machine & Tronco

  • Lead Designer: Chini
  • 3D art : Assembly
  • 2D animation: Martín Garro

 

Visual Effects Company: Plenty (Claymation, Pop Art)

  • Head Of Production: Inés Palmas
  • 3D art & animation director: Pablo Alfieri y Mariano Farías

 

Visual Effects Company: La posta (Explosions, Melt, Gold)

  • Executive Producer: Pablo Tuffaro
  • Lead comp & 3D art: Damian Brillantino, Nicolas Cantarelli and Gonzalo Canepa

 

Visual Effects Company: Nomad (Forests)

  • Executive Producer: Juan Pablo Pires
  • Lead comp & 3D art: Lucas Javier Carecido and Ezequiel Martin Cesana

 

Audio Post Company: Lime, Santa Monica, CA  (Blocks, Claymation, Explosions, Forests, Pop Art, Melt, Gold)

  • Mixer: Loren Silber
  • Executive Producer: Jessica Locke

 

Music Editor: Stimmung, Santa Monica, CA (Claymation, Forests, Pop Art, Melt, Gold)

  • Sr Producer: Kristina Iwankiw
  • Music Editor: Rory Doggett
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