Ohio takes Center Stage as Joe Burrow and Kid Cudi link up for Bose and their latest QCII Earbuds launch film.

THE BRIEF

With the NFL season coinciding with an important Bose
product launch, MATTE was tasked to develop a digital
campaign for the release of the QuietComfort Earbuds II,
activating key NFL talent ambassador Joe Burrow, alongside
friend and rap superstar Kid Cudi.

SPORT AND MUSIC REFLECT A COMMON POINT WHERE CAMARADERIE AND COMPETITION MEET.

TO BRING THE CAMPAIGN TO LIFE, THE FILM NEEDED TO FOCUS AND REDEFINE INTENSITY.

How did Joe Burrow’s and Kid Cudi’s childhoods transform them into the superstars they are today? The goal was to give the audience a look into how creativity and music intersects with performance and passion.

The common thread for both Joe and Cudi is music.

For Cudi, the creation and performance has always been the catalyst to grow and revel in being different.

For Joe, it’s the use of music as a way to focus, and zone in.

Music is inherent to growth.

Throughout the film, we give viewers a glimpse into the three windows of time and how music impacted our characters’ surroundings.

MATTE PROVIDED CREATIVE DIRECTION, FILM PRODUCTION AND POST-PRODUCTION FOR BOSE AS PART OF THE BRAND’S #SOUNDISPOWERCAMPAIGN

The film was featured on both brand and talents’ social media channels, alongside a paid media campaign and interview with Complex Sports featuring Joe Burrow, Kid Cudi, interviewed by journalist Taylor Rooks.

CONTENT PERFORMANCE

Total Organic Video Views:1M+
Total Estimated Media Value: $1.3M

“Cudi’s impact on a generation of listeners is unquestioned. To be able to put the spotlight on his work through both his and Joe Burrow’s personal lenses made for an exceptional experience.”

– Ariel Panigel (Creative Lead)

CREDITS

MATTE Partner: Max Pollack
Head of Strategy: Zachary Sniderman
Junior Strategist: Aisha Williams
Group Client Director: Ben Rush
Director: Danny Yirgou
Creative Director: Ariel Pangiel
Art Director: Nikki Mirsaeid
Designer: Nick Wilson
Head of Production: River Myers
Head of Post-Production: Josh Rappaport
Director of Post-Production: Michael Czerzinger
Producer: Jeff Broadway
Director of Photography: Patrick Golan
First Assistant Director: Kenton Cummings
Lead Editor: Armen Harootun
Co-Editor: Ben Swanson
Sound Designers & Final Mix: Raphael Ajuelos
Additional Sound Mix: Miles Felix
Color: Joseph Bicknell

Credits

MATTE Partner
Max Pollack
Head of Strategy
Zachary Sniderman
Junior Strategist
Aisha Williams
Group Client Director
Ben Rush
Director
Danny Yirgou
Creative Director
Ariel Pangiel
Art Director
Nikki Mirsaeid
Designer
Nick Wilson
Head of Production
River Myers
Head of Post-Production
Josh Rappaport
Director of Post-Production
Michael Czerzinger
Producer
Jeff Broadway
Director of Photography
Patrick Golan
First Assistant Director
Kenton Cummings
Lead Editor
Armen Harootun
Co-Editor
Ben Swanson
Sound Design & Final Mix
Raphael Ajuelos
Additional Sound Mix
Miles Felix
Color
Joseph Bicknell