Philips: Obsessed with Sound - Hear every detail by Tribal Amsterdam for Philips

Adsarchive » Film , Case study » Philips » Philips: Obsessed with Sound - Hear every detail

Philips: Obsessed with Sound - Hear every detail

Pin to Collection
Add a note
Industry Electronic Devices & Home Appliances
Media Film, Case study
Market Netherlands
Agency Tribal Amsterdam
Released March 2011

Awards

Eurobest 2011
Film Interactive Film Gold
Interactive Interface & Navigation Gold
Interactive Music/Sound Design Gold

Credits & Description

Title: OBSESSED WITH SOUND - HEAR EVERY DETAIL
Advertiser PHILIPS
Product PHILIPS AUDIO RANGE
Entrant TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Type of Entry: Other Film Content
Category: INTERACTIVE FILM
Advertiser/Client: PHILIPS
Product/Service: PHILIPS AUDIO RANGE
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Advertising Agency: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Creative Credits
Production Company: STINK DIGITAL London, UNITED KINGDOM
Name Position
Design: Robbin Cenijn/Creative Technologist: Ian Bauer Other Credits
Chris Baylis Executive Creative Director
Pol Hoenderboom Copywriter
Bart Mol Art Director
Jeroen Jedeloo/Richard Land/Christy Wassenaar Agency Producer
Sandra Krstic Account Supervisor
Nicole Saganice/Exec. Producers: Marcel Kornblum/Mark Pytlik/Interactive Product Producer
Rob Chiu Director
Music Supervision By Massivemusic/Joep Beving/Cris Kos Sound Design/Arrangement
Metropole Orkest/Jules Buckley/“i’m No Prototype” (B. Dubbe/S. Van Hamel) Arr. B Music
Henk Rijks/Niels Bellaar Planner
Matias Boucard Director Of Photography
Vet EditingCompany
Brief Explanation:
To demonstrate that Philips is ‘Obsessed with sound’ and claim that you can hear every detail with the brand’s audio products we created a unique interactive experience using sound, film and data visualisation. The film features the Grammy Award-winning Metropole Orchestra playing a music piece entitled “I’m No Prototype”, composed especially for the orchestra. Together with director Rob Chiu (The Ronin) we shot a stunning music video. Viewers can experience the piece as a whole, played by the 51 members of the orchestra, but are also able to single out specific musicians to hear their track, and get to know even more details about these ‘unheard heroes’. The site opens revealing an empty orchestra pit. As the site loads the pit fills up with members of the orchestra tuning their instruments, and users are prompted to use headphones and view the site in full screen. As the film starts, we see close-ups of musicians and their instruments. They are immersed in the world of music, and the details create a personal atmosphere where the viewer almost becomes part of the orchestra. At the bottom of the screen the music is visualized by 55 dots, each representing an instrument in the orchestra. The dots rise and settle real-time in accordance with the musicians’ performance, showing the pitch of every note being played. As the music video progresses, viewers can interact with the film. While browsing between the dots in the visualiser, the name and position of the player they symbolize appears. When the viewer clicks on one, the picture switches to a total view, showing the entire orchestra, and spotlights that specific musician, with personal details appearing next to him/her. The music changes together with the picture: now only the track of that musician can be heard while the viewer discovers more about these ‘unheard heroes’. There are personal quotes from every musician, but also information about how many hours they have played in their life and how long they’ve been part of the orchestra. Each new click leads to even more details: what kind of music that person listens to, how many notes they play in this piece. Even the personal Twitter or Facebook profiles can be accessed, together with the musicians’ personal playlists. Users can click anywhere on the screen to go back to the entire orchestra. When doing so the camera view changes back to the music video and the full orchestra audio comes up again. From here users can explore and discover the rest of the musicians and what’s behind their music. The result is a non-linear interactive film experience, unique to every viewer.