Hearing Care Company Audika Shows That Not All Sounds Are Created Equal

In its new spot, Audika, the world’s leading hearing care company, asks us: “What sound will you never forget?”

The question is the prompt for new—land director Caroline Koning (supported by magnificent work from sound designer Jakob Standgaard) to steer viewers through a canvas of life's most memorable sounds...before showing just how isolating it can be when those sounds fall away. As the tagline has it, if vision places the world in front of us, hearing places us in its centre.

Caroline comments: “With this film we tried to really think about what sound means in terms of the past, the present and the future. I didn’t want the sounds in the film to be too literal, instead I wanted to ask, “what do you feel that sound was like when you were getting married?” And so we hear a flock of birds, in combination with a church bell.

“We also didn’t want to make each scene too full; we left out sounds deliberately. The way we mixed the sound was meant to be one large flow, like an ocean wave hitting a beach, then drawing back out to sea. It was a blast to create this together with Jakob Strandgaard.”