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

Creative 474 Add to collection

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.


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Client

Brand: Chrysler Middle East

Post Production / VFX

Colourist: Daniel Pallucca

Creative Agency

Client Servicing: Charles Eddy

Creative Agency: Publicis ME/Dubai

Executive Creative Director: Alex Brunori

TV Producer: Andreea Mititiuc

Production Service

Executive Producer: Dania Quaglio

Producer: Chiara Maioni

Production Service Company: Joy Films

Production Company

AD: Alice Gatti

Director: Luigi Pane (Co Director on doc

DOP: Diego Indraccolo

Executive Producer: Giada Risso

Producer: Alessandro Salerno

Production Company: abstr^ct

Line Producer: Claudia Amendola

Music

Arranger: Juri Ricotti

Music Production: Qusai

Sound Design: Daniele Famà, Michele Benedetti (Gigasound studio)

Sound Engineer: Juri Ricotti, Pierpaolo Caputo

Offline

Editor: Luigi Pane

Publicis Worldwide, Mon, 16 Mar 2015 13:36:42 GMT