Bose Music Amplifier

The Bose Music Amplifier takes your favorite passive speaker, record player, or outdoor system and turns them into smart ones. This was appealing for people who liked the sound solutions they already owned but want to expand the ways they are able to connect to music via Wifi or Bluetooth. This market had a lot of potential, as the product would appeal to consumers who don’t own Bose speakers and offered more ways to connect if they did. With the launch of this product, Bose needed an effective way to communicate the solutions this product offered, while keeping the messaging clear and simple. We decided to create an animated explainer video that covered a breadth of solutions and used charming visuals to help tell the product story.

Art Direction / Video

Online video

To tell this story, we focused on the key listening moments that were important to this consumer and centered the creative around those moments. We paired each moment with a feature of the product and included diverse characters representative of the consumer. The product is featured center stage and used as not only a way to transition scenes but also a way to highlight the sleek design. The video was paired with an upbeat track that drove the piece forward and VO talent that was casually approachable to tell the main story.

Animation

Animation gave us the flexibility to create characters and scenes that maximize our ability to seamlessly tell the product story. We partnered with a vendor that aligned with our vision and gave the animation it’s unique personality. We took our initial concepts from rough sketch, animatic, and finally to fully 2D animated scenes. The contrast between the 3D renders and 2D animation was a core idea in the conceptual phase.

Style frames

We made sure to create distinct personalities for our characters and have them be representative of the diverse consumer. Even though they were animated, we wanted them to feel like real people. We went through several style iterations before landing on a style that fit the approachable vibe we intended.

product design

We rendered 3D models to live within the 2D animated scenes. This juxtaposition gave us the opportunity to really have the product detail shine. A lot of care and attention was given to the product as it would live in every scene, carrying the viewer through the story.

Concept Boards

These were the boards we used to sell the overall concept internally and what we shared with animators and production to bring this video to life.