SMFB, Oslo / CIRCLE K / 2017
Miles Plus is Circle K’s premium fuel. It cleans your engine, something that gives you more power and acceleration. A clean engine not only becomes more powerful, it also sounds better. To catch the interest of all potential premium fuel customers, we came up with the idea of a slightly over the top launch film with car engines playing powerful music. 25 cars were handpicked because of their cool engine sounds, and Richard Wagners ‘Ride of the Valkyries’ was an obvious choice because of it’s power. We casted American opera singer Jenufa Gleich (one of few sopranos with the vocal training to do Wagner properly) to sing the upper soprano parts to accompany the more bass-toned car engines. The cars and the soprano were filmed and recorded live at a closed Soviet era concert hall in Vilnius, Lithuania and mixed into finished music in post production.