Hugo Boss

The campaign required a sound design that could balance two opposing qualities: industrial weight and refined sophistication. Standard sample libraries couldn't deliver the specificity needed to match the unique visual aesthetic. We needed to create a score that felt both raw and polished, authentic yet controlled. The challenge was developing entirely original audio that would give the campaign a distinctive character while maintaining cohesion across varying edit lengths and formats. Time constraints meant we had to work efficiently while leaving room for creative exploration and experimentation.

For this campaign, we developed a distinctive sonic identity merging industrial grit with refined elegance to complement the visual aesthetic. Our approach centered on creating 100% original source material. We captured raw piano performances and bespoke foley recordings, transforming them into custom synthesizer patches that form the score's foundation. The rhythmic backbone features live drums re-sampled into heavy, industrial percussion. We employed extended techniques like bowing cymbals to generate evolving atmospheric textures throughout. The result is a completely original sonic landscape where every sound originated from our studio. This bespoke approach ensures a unique audio signature, giving the campaign its own unmistakable character.

Client: INDG | GRIP