Bose with Joe Burrow Campaign
Bose with Joe Burrow Campaign
- Content and Campaign
- Innovation, Technology, and Automotive
- Sports, Media, and Entertainment
The Context — Pushing a Brand’s Boundaries
Bose enlisted MATTE’s creative perspective to amplify the release of their QC Ultra Headphones with a hero film that celebrated the personality of Bengal’s QB Joe Burrow.
The Challenge — Finding Power Under Pressure
Joe Burrow’s reputation extends far beyond the endzone; his robust personality and sense of style, rooted in his love for music, have helped him accrue a following that stretches beyond football and into popular culture writ-large. Joe’s personality is the source of his power, resilience and clutch.
Music allows Joe to take who he is and plug it into how he plays. Though the pressures of the game are enormous, Bose creates products that create whole worlds of sound that can bolster Joe's confidence. Our concept celebrates Immersive audio in The QuietComfort Ultra’s ability, which allows Joe to retreat into himself, to his power source, with sound.
The Approach — Narrative: Personality Prevails
The film opens with Joe en route to the opening night of his ‘22-’23 season. A football Talk Show plays in the background; its hosts outline the pressure Joe is under. Unperturbed by the noise, Joe dons his QuietComfort Ultra headphones and disappears into his own world, blocking out the noise with Quavo & Takeoff's Hotel Lobby and a fashion montage, as he mentally picks through his wardrobe to decide what to wear to the game later. The film ends with Joe coming back to reality, visibly calm and confident, with a pair of shades he borrowed from the other side.
The Outcome — Definition in the Details
Exploring the juxtaposition of external pressure and internal calm, the hero film situates the Bose QuietComfort Ultras at the center of performance and self-expression. Playing with typical visual mechanics of sport, the viewer experience is at once intense, playful, and personal, building anticipation and intrigue around both the headphone release and Burrow’s upcoming season.
Production leveraged three unique lighting builds to foster distinction between each Joe Mode and the three distinct wardrobe options; Joe's looks were essential to the piece, the foremost vehicle for expressing his individuality and flair and the centerpoint of the action. Each look was inspired by the brands he loves and the looks he's become famous for.
The edit features VFX, which mimics Joe's energy and flair and accentuates his variable personality with animations to bolster transitions. Sound obfuscation and design brings viewers into the world sonically: most notably staticky radio personalities and the signature dimming effect of Bose noise cancellation.
Vice President, Client Services
Head of Strategy
Head of Production
Head of Post Production
Art Director & BTS Photography
Director of Photography
1st AC Cam A
1st AC Cam B
2nd AC Cam A
2nd AC Cam B
SERVICE PROVIDED BY
Director of Post Production
Post Production Coordinator