You know we love music, so we couldn’t miss on the opportunity of working with Chrysler, an icon of Detroit: the city where Motown was born and Soul changed the music landscape forever.
abstr^ct:groove is proud to introduce "The Performer", a project developed for Chrysler in collaboration with Publicis Middle East.
This unique TV commercial sees Saudi Arabian Hip Hop celebrity Qusai “duelling” musically with the new Chrysler 300C through an integrated technology of sound controllers and LED displays.
What makes this performance incredibly special is that the soundtrack has been composed in its entirety with sounds recorded from the actual car, turning the Chrysler 300C into a real polyphonic musical instrument.
In order to sample these sounds, from doors slamming, petrol flaps opening, to the roaring engine itself, two world-class sound engineers from Italy joined the project and Qusai to help record the individual elements needed to compose the music. A virtual poliphonic synthesizer called "The Perfomer" was developed to create the original track. Both contemporary and unique, the results are staggering.
So groundbreaking was this process, that it became of utmost importance to document it and tell the story of the events leading up to the main commercial. Four short documentaries have spawned from it and they became the teasers broadcasted on TV before the reveal of the main performance. These episodes are the results of a collaboration between Luigi Pane, director of the main TVC and London based director/editor Francesco Caradonna.
The Performer campaign has gone on to become one of the most successful at the Dubai Lynx Awards 2015, conquering 1 Gold, 1 Bronze and various shortlists.
client: Chrysler Middle East
agency: Publicis ME/Dubai
executive creative director: Alex Brunori
client services director: Charles Eddy
agency tv producer: Andreea Mititiuc
production company: abstr^ct:groove
director TVC: Luigi Pane vimeo.com/122239511/description
documentary Creative Visual Supervisor: Luigi Pane
director documentary: Francesco Caradonna
executive producer: Giada Risso
cinematographer: Diego Indraccolo
line producer: Claudia Amendola
producer: Alessandro Salerno
1st AD: Alice Gatti
camera / steadicam operator: Emiliano Leurini
service in Dubai: Joy Films
executive producer: Dania Quaglio
producer: Chiara Maioni
LED installation designed by abstr^ct:groove
animation: Valentina Vicini
editing TVC: Luigi Pane
editing documentary: Francesco Caradonna
colorist: Daniel Pallucca
original music by Qusai
sound engineers: Juri Ricotti, Pierpaolo Caputo
programmer and arranger: Juri Ricotti
300C sounds recording: Pierpaolo Caputo
sound design: Daniele Famà, Michele Benedetti (Gigasound studio)