Aston Martin
Category
Sonic Branding
Agency
Design bridge and partners
The brief
To develop a sonic identity for Aston Martin, a key brand asset to be used in all motion and audio content they produce.
The challenge
This sonic identity needed to capture Aston Martin’s heritage and its modernity: in essence, to invoke the timelessness of these incredible machines.
Our approach
While the design, features and engines of cars change over time, the raw anticipation of sitting behind the wheel of an Aston Martin doesn’t. So, for our inspiration we looked to the human aspect of driving one. How could we communicate that sonically? How might we convey the power of these incredible cars through the sounds of human physicality?
The result
Our approach aligned with Design bridge and partners brand film, in which we see close-ups of someone driving an Aston Martin: their dilated pupil, the hairs on their arm standing up, a bead of sweat.
We built on these images, first creating the sound design of a quickening heartbeat, some sharp intakes of breath, and the prickle of perspiration, before distilling the drama of these visceral body sounds into the sonic identity at the film’s close.
This is the sonic essence of Aston Martin: something in between a deep breath and winged ascent. It suggests that while an Aston Martin car is of this world, driving one is an experience unlike any other.
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