Hefty, the Brazilian audio producer led by Edu Luke, reinforces the meticulous character of its work with a new creative concept through their ad campaign. Created by Rapp Brazil, the strategy brings Luke himself as the protagonist in a totally unusual environment made to illustrate their ability to make happen any crazy creative idea in sound.
Under the signature “Sounds like the unreal thing”, the ad shows a ludic scene with a dragon dumping an enormous jet of fire in a stone. Behind it, the Hefty leader appears to capture the purest sound, instancing the concept that the studio can bring any sound idea to life regardless of its complexity.
To take the graphic piece production to the next level, Rapp called artist Paulo de Almeida, one of the leading international experts in dragon design, from the Magma Studio, Dubai. The work brings a mix of still, 3D techniques, and Luke’s real image, captured by the awarded photographer Wel Calandria.
“The campaign was designed to illustrate what happens in Hefty’s day-to-day work: bringing to life the most unrealistic ideas, transforming them in sounds that are fundamental to a killing creative campaign”, Felipe Andrade, Creative Director at Rapp Brazil, said.
Edu Luke shared, “With this new ad and signature, we reinforce the position of our studio in having its main professionals on the front of any job, making it happen.”
Credits:
Agency: Rapp Brasil
Title: Sounds Like The Unreal Thing
Client: Hefty
Co-presidents: Tatiana Pacheco e André Pasquali
Creative director: Felipe Andrade
Art director: Alessandro Vieira e André Marchesi
Copywriter: Lucas Nascimento Silva
Photography: Wel Calandria
CGI and retouch: Paulo Almeida
Client approval: Edu Luke
