Bang & Olufsen and Ferrari are 'Driven to Perfection' in Beautiful Spot

Bang & Olufsen has tasked its longstanding creative partner, FutureDeluxe (Cannes Lion and D&AD awarding studio best known for its experimental and innovative approaches to design, technology and moving image), with creating a campaign film that celebrates the new Ferrari collection.

The task was to create a launch film that visualises the adrenaline-packed fusion between two masters of their craft: the masters of speed, performance and head-turning beauty coming together with the sound pioneers who flawlessly balance form and function of craftsmanship. The film sees the two brands’ iconic design elements match-cut together to draw a clear parallel between them. 

The result is a graceful visual narrative depicting the alchemy of the two brands built in three distinctive visual chapters. Starting with a stroboscopic effect that uses a slow and elegant long exposure technique, as the film gradually merges with the sound design it creates anticipation alongside motion blur, visualising speed through fast cuts that offer moments of complete abstraction where the two brands unite. The last chapter sees the film end in liquid-like ethereal warp distortion that tantalisingly reveals glimpses of the product and its signature colour created through the Bang & Olufsen bespoke anodisation process at its factory in Struer, Denmark.

Bang & Olufsen's CMO, Kamel Ouadi, said, "We wanted to create a memorable campaign that celebrates how both brands pursue excellence. We are both driven by perfection. Ferrari, the masters of speed, performance, and head-turning beauty; and Bang & Olufsen, the luxury sound pioneers who flawlessly balance timeless form and function. The new collection comprises luxury headphones, earphones and speakers. It encapsulates poise, power and precision that looks as good as it sounds. This collaboration and our existing Scuderia Ferrari partnership support our focus on the luxury and high net worth individuals segment."

FutureDeluxe's creative director, Ollie Harris, added, "To create a film that does justice to the pairing of two such iconic brands from two very different arenas, we had to fuse the world's most luxurious race car credentials with the world's most innovative audio engineering and design. The resulting film reflects the frenetic pace and exhilaration of driving the world's most iconic sports car, but with a memorable visual language that's more in keeping with the new collaboration's refined product world. There’s a beautiful stroboscopic effect that sometimes occurs naturally as car wheels spin, so it felt apt to digitally create an impression of this effect by marrying instancing geometry, frame blending and motion-blur to create a fresh take on the aesthetic."

The film and associated imagery will live across Bang & Olufsen and Ferrari's owned and earned channels, including socials, website and point of sale.

Although this is FutureDeluxe's debut work with Ferrari, the studio has previously collaborated with Bang & Olufsen on the brand's Beosound Theatre launch film that explored the emotional connection between person and product through vision and sound.