New Philips campaign: The Sound of Creation

Tribal DDB and Stinkdigital have created a new interactive website for Philips, which explores the sound craft and acoustic design that goes into the brand’s Fidelio product range…

Tribal DDB and Stinkdigital have created a new interactive website for Philips, which explores the sound craft and acoustic design that goes into the brand’s Fidelio product range…

The site, which can be viewed online at thesoundofcreation.com, was created in collaboration with songwriter and producer Washed Out, and visualises nine of the production steps that have gone into the creation of the Philips Fidelio products. For example, step one, ‘Inspiration’, explains how the designers and engineers at Philips Sound studied the intricacies of air movement through a trumpet in their quest for perfection.

Each step is accompanied by a sound, by Washed Out, and visuals by director Gustav Johansson. The sounds and images slowly build up on the site to create a multi-layered experience, which viewers are also encouraged to interact with – they can turn certain sounds on and off, altering the soundtrack as they go.

Visitors can also click through to product information, naturally, while exploring the site, and various products in the range are showcased. Imagery of the Fidelio Sound Tower and M1 headphones are shown below.

Users can then click away from the site to get further info on the products, or purchase them. And it is at this point that the experience becomes a little disappointing. Having seduced us with the interactive site, the sales site suddenly appears very corporate and boring. Could the aesthetic created by Tribal DDB and Stink Digital not have been extended here too?

This aside, the team has created an elegant and playful interactive site, which is in keeping with the previous Philips web experiences, such as Carousel and Parallel Lines. Play with the site yourself at thesoundofcreation.com, or view the making-of film here to find out more about how it was done.

Credits:
Agency: Tribal DDB, Amsterdam
ECD: Chris Baylis
Creatives: Pol Hoenderboom, Bart Mol, Sharon Cleary
Production company: Stinkdigital
Director: Gustav Johansson
Composer: Ernest Greene, aka Washed Out

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