Cannes Lions

IconicSounds Electric

MIRRORED MEDIA, Santa Monica / BMW / 2022

Awards:

2 Shortlisted Cannes Lions
Demo Film
MP3 Original Language
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Overview

Entries

Credits

Overview

Execution

The process of creating these innovative sounds started with Hans Zimmer and the BMW Group developing a shared understanding of the technological and emotional goals for the new soundscapes.

Zimmer and Renzo Vitale – BMW’s Creative Director of Sound – then reimagined these emotions as melodic elements to challenge the driving experience.

Together they considered what emotions could be aroused by each sound, using traditional instruments but in a novel way.

It started with the ‘On/Off’ sound and has progressed to designing various modes within the vehicle. For example, the MyModes sounds launched at CES 2022, with an immersive sound tunnel in which guests walked through a 360-degree sound experience, brought Zimmer’s sounds to life and struck a chord with audiences.

CES also featured the debut of Theatre Mode featuring Zimmer sounds, a Zimmer-narrated Joytopia metaverse experience, and an immersive digital concept vehicle installation, Dimensions of Real, featuring Zimmer sounds.

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