ABOUT

Exist to Create

The Bang & Olufsen brand is an icon of the product design world, and we were humbled when approached to help them forge their latest ‘Exist to Create’ campaign.

Working closely with both B&O and Wednesday Agency, we designed and developed a campaign that pays homage to the constancy of care in honest materials and conscientious design choices that are at the heart of the Bang & Olufsen brand.

We were tasked by Wednesday and B&O to tap into the alchemy of the brand ethos and bring to life the range of products and the fantasy world that they inhabit. As we were working with one of the world’s leading design brands, it was imperative that every product was built in CG to perfectly match B&O’s exacting care for materials. We travelled to the B&O factories and met with everyone from the audio engineers to the teams responsible for creating the world’s most beautifully anodised aluminium. The fruits of our rigorous R&D process can be seen in each moment on screen.

This campaign launches a new era of the B&O brand - “Exist to Create” - paying homage to the constancy of care in honest materials and conscientious design choices that are at the heart of the B&O brand. In the campaign we take the viewer on a journey of materials, craft and design, showcasing B&O’s stunning new product range immersed in 3D worlds inspired by each device’s mood and form.

The key creative challenge was abstracting the physicality of the products and their features. With the Beovision Harmony, the product’s power comes from its performative choreography, so we looked to recreate this feeling. In the case of the H9, noise-cancellation came into play, so our aim was to describe this canceling effect; reducing the product into abstractions of its original structure.