Bose ‘Sound Is Power’ with Anthony Edwards

For their fifth collaboration with Bose, MATTE was tasked with building a new chapter in the “Sound is Power” series—this time, pairing Bose’s latest Ultra Open Earbuds with the raw intensity of rising NBA star Anthony Edwards. The ask: translate the earbuds’ hybrid promise—immersive sound without full disconnection—into a campaign that hits on impact. What followed was a national TVC that felt as kinetic as its subject, blending star power and sonic clarity into one soaring moment.

From concept through to final cut, MATTE shaped a visual metaphor for the product’s core promise: “Hear It All. All The Time”. The film cast Edwards as a force of nature—suspended midair in a hyperreal moment that merged finesse, VFX, and focus. The Ultra Open Earbuds became more than tech—they became tools for transcendence. Production moved fast, timed perfectly to tip off the NBA playoffs with momentum and mass.

The spot dropped nationally, driving major reach and visibility with millions of impressions across TV and digital. Part performance, part product demo, it turned a playoff teaser into a powerful brand statement—and proved once again that sound, in the right hands, moves everything.