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By Taruka Srivastava, Freelance journalist

September 1, 2022 | 2 min read

Danish luxury audio brand Bang & Olufsen has created a cinematic campaign for the launch of its new product Beosound Theatre.

The film, created by Future Deluxe and inspired by the original concept line ‘A New Vision for Sound,’ explores the emotional connection between person and product. It starts with a photorealistic human eye and then transcends into a flowing fabric world that teases some of Beosound Theatre’s features and finishes.

The film is accompanied by an electro-string soundtrack, which builds anticipation as the fabric sweeps away to reveal the full product – which itself incorporates fabrics, created by Danish brand Kvadrat.

The photorealistic eye in the film was animated, textured and rendered in-house by Future Deluxe.

Matthew Bostock, senior creative lead at Bang & Olufsen, said: “This film masterfully takes our audience on a journey – from the eye of the beholder, through a cascading world of fabric to the final reveal of the product. Beosound Theatre is the result of tireless innovation and creative thinking, and we capture that here in such a sharp, smart way.”

Raj Davsi, Future Deluxe, added: “The Bang & Olufsen creative team were great to collaborate with on this film, from the storyboard stage through research and development. And the results, we think, speak for themselves, transforming abstract ideas into a wordless narrative that is fitting of the incredible Beosound Theatre.”

The film is available to watch on Bang & Olufsen’s social channels, including YouTube and Instagram.


Client: Bang & Olufsen

Chief marketing officer: Kamel Ouadi

Global creative director: Paul Collins

Senior creative lead: Matthew Bostock

Senior production lead: Claudia Fanelli

Senior design lead: Jakob Chrøis

Senior artist: Francisco González

Future Deluxe

Director: Raj Davsi

Assistant director and technical director: Ollie Harris

Producer: Natalie Greenwood

Art director: Christoph Strohfeld and Liam Pitchford

Houdini/VFX artist: Ewan Davidson

3D artist: Felix Chilvers, Darío, Stevie Rees and nickzieroff

Grade/compositing: Miguel Wratten

Head of production: Caleigh Illerbrun

Sound design: Zelig Sound

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