Samsung has launched a new digital and social media-driven campaign pitching its Galaxy Buds range, Buds2 Pro, that features Grammy-winning producer Jay Versace, mastering engineer Chris Gehringer, and audio engineer Tony Maserati.
Created by We Are Social Australia, ‘Feeling Sound’ aims to dramatize the idea that with “the superior and immersive sound quality of the Galaxy Buds2 Pro, people don’t just hear music, they feel it,” the agency said.
In the film series, the three music experts that have shaped the global music scene over the past 25 years reveal their unique approach to making music, the principles that guide them, the emotions it awakens, and how their experience is enhanced by Galaxy Buds2 Pro.
The films were shot in-studio and on iconic New York City locations such as Central Park and 5th Avenue, and accompanied by a bespoke soundtrack.
The campaign launched on Samsung and ambassadors’ social channels and culminates in a final ensemble 90’’ video.
“So often, the category talks about how audio sounds through their devices. We wanted to focus on how the Galaxy Buds2 Pro make you feel,” said Ben Clare, executive creative director at We Are Social Australia.
“Moreover, we wanted to feature talent that would lend real credibility to Samsung’s latest wearables. Who better than the likes of Jay Versace, who recently won a Grammy for his work on the last Tyler, The Creator album, or Chris Gehringer, who’s won 9 Grammys over his career, working with Rihanna and Lady Gaga to name a few.”
“I need to hear what the average listener is going to listen to because I make music for people who listen to music on their laptops, on their phone, on earbuds,” said Maserati. “It’s imperative.”
“While a lot of people just like music for the message, I look at music dimensionally,” said Chris Gehringer, a senior mastering engineer at Sterling Sound.
“I don’t really turn the knobs to make it brighter or duller, I turn the knobs to give it a feeling.”
Versace added: “I really let texture drive every single thing that I do. I’ve been trying to be gentle with sound – how I consume it, what equipment I’m using – so I can make other people feel like that. I want to give that feeling to other people,” he continues, noting that a recent personal revelation about the healing properties of music has led to a greater appreciation for audio equipment that results in the highest quality playback.
Brand: Samsung Mobile
Social Marketing: Minseok Jeon
Digital Marketing: David Moon
Creative Agency: We Are Social Australia
Executive Creative Director: Ben Clare
Senior Editor (Creative): Nicholas Carolan
Senior Producer: Lucinda Hayden
Senior Account Director: Hilary Jacobs
Account Director: Kelvin Chan
Senior Strategist: Zach Rippon
Production Company: Milkmoney
Director: Matt Earl
DOP: Adrian Nieto
Head of Creative: Ethan McLean
Lead Senior Producer: Carrie Williams
Senior Producer: Emma Whitehouse
US Producer: Elle Poindexter
Editor: Jamie Rusiti
Editor: Kelly Searancke
Junior Editor Online: Alex Cassisi
Colourist: Alina Bermingham
Music & Sound: Massive Music
Sound Designer: Damian Waddell
Sound Designer: Myles Lowe
Composer: Lance Gurisik