Bose’s “You Never Heard It Like This Before”: Launch Campaign
Superfans are a special breed. When they fall in love with movies they love, they’ll play it again, and again, and again. Recite every line. Remember every sound effect. And proudly defend it like every fiber of their identity depends on it.
I worked in-house with the Bose team, creative directing a global campaign that positioned the Bose Smart Ultra Soundbar as the supercharged, immersive audio companion designed for superfans who love their *thing* and want to hear what they love like they’ve ~never~ heard it before. In my ideal world, we would’ve created hyper-specific copy using viewership data (i.e. You’ve watched Bridgerton 24 times. But you never heard moans like this before). And we’d create a companion docu-series (long form on YouTube, cutdowns on TikTok, of course) starring real superfans who tell us all about their blockbuster and niche arthouse obsessions. But alas.
This video is a small piece of the many campaign assets we created. I’m including this detail because I’m often asked if I do more than video. I sure do. Request more and you shall receive.
Google said this translates to “Sound experience beyond common sense.” And honestly, I think mistranslated ads (see also: t-shirts) are doing one of the most interesting things with language at the moment.