Sonos Sub Mini

Launch film for Sonos's wireless subwoofer — built around a single creative premise: low-frequency sound isn't something you see, it's something you feel, so visualize the *feel*.

Client: Sonos
Role: Art Direction
Studio: FutureDeluxe
Year: 2022
Tags: campaign · product · 3D · motion
External: behance.net ↗

Description

A subwoofer is, honestly, a hard product to film. It’s a quiet rectangle that does loud things you can’t see. Our way in was to lean entirely on sensation rather than spec — pressure, displacement, the air shifting in a room — and design a 3D world where every material reacted to bass even when the speaker itself was barely on screen. Boom without the box became the through-line; the visual language was what the box was doing to the world, not the box itself.

I co-art-directed with Bryant Nichols and Stefan Kang, and was hands-on through design and compositing. The hardest call was discipline: there’s a version of this that’s all visualizer-style abstraction, and a version that’s all hero product shot, and the project only worked when we kept both moving together — restraint on the product reveals so the displacement sequences hit harder when they arrived.