Bose Sound is Power
Bose Sound is Power
- Content and Campaign
- Innovation, Technology, and Automotive
The Context — Bose Launches Sound is Power
Bose and MATTE’s multi-campaign partnership is grounded in the desire to explore and express what it means to say: Sound Is Power. We worked with a number of best-in-class athletes and talent to bring the campaign to life including Joe Burrow, Kid Cudi, Dame Lillard and Coco Gauff. These works highlighted how the product benefits help inspire excellence that breaks through the everyday
The Challenge — Bose Product Launch Film with Joe Burrow and Kid Cudi
MATTE developed a series of campaigns that highlights the transformative power of sound in both sports and music realms, ultimately driving brand and cultural relevance, while amplifying purchase intent for the new product. Narrative short films emphasized the connection between sport and music performance, seamlessly broken into digestible and visually stimulating short-form vignettes for social output. Through high-performance audio products, the campaigns underscore how Bose's cutting-edge technology optimizes Gauff, Burrow, and Cudi’s performance to emphasize Bose's commitment to technological innovation.
The Approach — Sound is Power and Music’s Impact on Growth
Each film delves into the subject’s specific relationship with music: whether that’s a lifetime fandom turned to friendship in the case of Joe Burrow, or a way of finding rhythm to power through difficult moments for Coco Gauff. Each piece situates Bose’s talent in vignettes that represent their natural habitats, gently accentuating the specific role of music as empowerment in those specific settings. This creative approach has produced a series of films that are distinct, yet uniform enough that they are clearly recognizable as part of a larger project, each adding a new face and a new feeling to the Sound is Power campaign.
The Outcome — Multichannel Campaign for #SOUNDISPOWER
The Burrow x Cudi 22’ campaign won three Telly Awards, and was featured across channels. The 23’ Coco Gauff campaign launched immediately before the US Open, christening her meteoric performance. Both the Burrow 23’ and Lillard 23’ films were selected for broadcast, to unveil the new QuietComfort Ultra headphones and released strategically at the beginning of the NFL and NBA seasons.
Head Of Strategy
Group Client Director
Head Of Production
Head of Post-Production
Director of Post-Production
Director of Photography
First Assistant Director
Sound Design & Final Mix
Additional Sound Mix
44 Million Total Views
20 Million+ YouTube Views
1.7 Million+ Instagram Views