Saudi Hip Hop Star Qusai Turns a Chrysler into a Cracking Tune
Italian creative studio abstr^ct:groove has teamed up with Publicis Middle East to produce "The Performer", a project developed for Chrysler.
This TV campaign sees Saudi Arabian Hip Hop celebrity Qusai duelling musically with the new Chrysler 300C through an integrated technology of sound controllers and LED displays
What makes this performance special is that the soundtrack has been composed using only sounds recorded from the actual car, turning the Chrysler 300C into a real polyphonic musical instrument.
In order to sample these sounds, from doors slamming, petrol flaps opening, to the roaring engine itself, two world-class sound engineers from Italy joined the project and Qusai to help record the individual elements needed to compose the music. A virtual poliphonic synthesizer called "The Perfomer" was developed to create the original track. Both contemporary and unique, the results are staggering.
So groundbreaking was this process, that it became of utmost importance to document it and tell the story of the events leading up to the main commercial. Four short documentaries have spawned from it and they became the teasers broadcast on TV before the reveal of the main performance. These episodes are the results of a collaboration between Luigi Pane, director of the main TVC and London based director/editor Francesco Caradonna.
The Performer campaign has gone on to be very successful at this year's Dubai Lynx Awards 2015, conquering 1 Gold, 1 Bronze and various shortlists.
Brand: Chrysler Middle East
Creative Agency: Publicis ME/Dubai
Executive Creative Director: Alex Brunori
Client Servicing: Charles Eddy
TV Producer: Andreea Mititiuc
Production Company: abstr^ct:groove
Executive Producer: Giada Risso
Director: Luigi Pane (Co Director on doc: Francesco Caradonna)
DOP: Diego Indraccolo
Producer: Alessandro Salerno
AD: Alice Gatti
Line Producer: Claudia Amendola
Production Service Company: Joy Films
Executive Producer: Dania Quaglio
Producer: Chiara Maioni
Editor: Luigi Pane
Post Production / VFX
Colourist: Daniel Pallucca
Arranger: Juri Ricotti
Sound Engineer: Juri Ricotti, Pierpaolo Caputo
Music Production: Qusai
Sound Design: Daniele Famà, Michele Benedetti (Gigasound studio)