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Saudi Hip Hop Star Qusai Turns a Chrysler into a Cracking Tune

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abstr^ct:groove and Publicis Middle East team up for award-winning campaign

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. 

Chrysler 300C - THE PERFORMER - TV Commercial from abstract groove on Vimeo.

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.


CREDITS

Agency / Creative
Production
Production Service
Post Production / VFX
Editorial
Music / Sound
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Publicis Worldwide, Mon, 16 Mar 2015 13:36:42 GMT