Onesal Explores Feeling and Sound in Spot for Bose's Latest Launch
Bose recently picked Onesal to portray its new star product - so the company seized the opportunity to take tactile textures and CG animation to the next level.
At the beginning of the process, Onesal’s team went through an extensive research and development stage. Directed by Onesal’s directors Damian Sendin and Nahuel Salcedo and working closely with Echoic for the sound design, the idea was to generate a wide visual exploration on how feelings and sounds could be translated into a graphic language. They experimented with visual simulations and different graphical devices in CG and came up with unique images that gave the graphic impression of what a sound could look like offering an intelligent narrative possibility to illustrate the new features of the Bose Lando’s product; noise cancellation, sound quality, and touch control.
“The visual representations acted as a foundation to enhance the sound’s narrative by generating a connection, sometimes literal, sometimes abstract, between the visual, the product, sound and music,” explained Sendin. "Throughout the whole creative process, we can find features of the product reflected and emphasized on high-end visual metaphors such as a sweet melody on a dense bass translated into a satisfying white soft silicone cord that instantly makes you want to hold the earbuds in your hand to caress them."
Built in completely white materials that resembled the ones of the actual product, the main idea was not to develop visual expressions that could overshadow the concept or script, but rather that could show the product’s idea, adding layers of detail over the tactile aspect. That’s why the art direction of the piece was pieced together keeping in mind a subtle and minimalist style, which is a common statement for both Bose Lando and Onesal. The result was a simple but powerful visual piece that highlighted the new Bose Lando’s headphones with seamlessly connected animations; High-end contemplative visual metaphors with a fresh and elegant aesthetic.
