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Cummins&Partners Merges Opera With Alfa Romeo for Fiat Chrysler Australia

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The agency is set to launch ‘The Performance Piece’ in celebration of Alfa Romeo’s 105th anniversary

Cummins&Partners Merges Opera With Alfa Romeo for Fiat Chrysler Australia

The performance sees an opera singer effectively sing a lap of a racetrack, perfectly replicating the exhaust note of the Alfa, her sheet music – the tachometer of the Giulietta QV TCT.

Ben Couzens, co-executive creative director at Cummins&Partners said: “Sometimes the best concepts are the ones that make you scratch your head and ask, “This is cool but is it actually possible?”

Partner Jim Ingram concludes, “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.”
Andrew Rovenko, creative technologist explained, “It’s a beautifully simple idea. To execute it, we have used existing technology in a completely new way. Using an on-board diagnostic interface, live data from the tachometer of the car was transmitted via Bluetooth to an application on a phone in the glove box, then the phone’s screen was mirrored via a 4G data connection to a tablet, which was referenced by our opera singer as sheet music.”

Ashlin Moore, senior advertising manager said: “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands”.

The Performance Piece will roll out as an online content piece supported by TV, digital, PR, point-of-sale and in-dealer events.

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Post Production / VFX

Post Production Company: Manimal

Production Company

Director: Christopher Tovo

Executive Producer: Jason Byrne

Producer: Tom Davies

Production Company: Guilty


Producer: Tony Le

Sound Engineer: Paul Baxter

Sound Production: Risk Sound


Editor: Ryan Brett

Producer: Grace Taylor

Creative Agency

Creative Agency: Cummins&Partners

Creative Technologist: Andrew Rovenko

Designer: Jacob Redding

Digital Creative: Maurice Moynihan

Digital Creative Director: Sang-wun Kim

Executive Creative Directors: Jim Ingram & Ben Couzens

Group Account Directors: Magdalina Triantafyllidis

Producer: Katherine Muir

Senior Account Manager: Nikia Shepherd

Senior Art Director: Aaron Lipson

Senior Copywriter: Chris Ellis

Senior Designer: Rowan Hammerton


Advertiser: Fiat Chrysler Australia

Director of Marketing: Zac Loo

Senior Manager Marketing: Stephanie Hegerty

CEO: Pat Dougherty

Genres: Music performance, Luxury

Categories: Automotive, Cars

Cummins&Partners Sydney, Mon, 15 Jun 2015 01:54:42 GMT