For the summer campaign of the French high-fidelity loudspeaker brand, Heroiks Group’s 100% generative AI creative agency Versus has created an outdoor campaign inspired by the great masters of painting, launching June 23 in the Paris metro.
What if every listening experience became a work of art?
That’s the concept behind “Sounds Beautiful,” the new campaign created by Versus (Heroiks Group) for Triangle, the French manufacturer of high-fidelity loudspeakers: an immersive visual universe inspired by the great masters of painting, where musicians and listeners become the central figures in reimagined works of art.
The idea: painting what we hear
In a market where music has never been more accessible, yet is so often relegated to the background, Triangle brings the quality of the listening experience back to the forefront: the beauty of sound, the richness of detail, and the emotion intended by artists.
To express this visually, Versus chose the language of classical painting: chiaroscuro, composition, and texture. Each visual treats music in the same way the great masters treated their subjects.
Created specifically for the campaign, the tagline “Sounds Beautiful” captures the promise: with Triangle, everything you listen to becomes a work of art.
A campaign created entirely with generative AI
The campaign was conceived and produced entirely using generative AI tools under the artistic direction of Versus, from stylistic exploration and visual consistency across executions to the creation of light and texture effects.
The campaign will be on display in the Paris Metro for one week starting on June 23. Media deployment is managed by Heroiks.
Credits
Advertiser: Triangle
Chief Executive Officer: Hugo Decelle
Head of Engineering: Sébastien Miquel
Lead Designer: Jullien Thaller
Marketing Manager: Florentine Ferreira
Agency: Versus
Managing Director: Sébastien de Milleville
Deputy Managing Director: Florence Couvidat
Deputy Managing Director: Benoît Clavé
Creative Director: Julien Rézette
Copywitter: Jean-Christophe Royer
Business Development Director: Arthur Chantrenne
Group Account Director: Juliette Gonzalez
Head of Clients: Delphine Abou
Production Manager: Magali Collet
About Triangle
TRIANGLE is a French manufacturer that has been developing, designing and assembling high-fidelity loudspeakers for nearly 40 years.
True pieces of craftsmanship, TRIANGLE loudspeakers reproduce music with exceptional precision and a distinctive tonal quality, allowing listeners to experience the full emotion of musical works. Premium materials combined with cutting-edge technologies are used to create unique products designed to last.
Founded in 1980, the company originated in Soissons, in the Picardy region of France. It has maintained a strong connection to the region, where it has gradually built a manufacturing facility specifically designed to support its research and development and production activities.
The company nevertheless maintains a strong commitment to craftsmanship, placing particular emphasis on the expertise of its teams and on exceptionally high manufacturing standards. There is no assembly-line production: each product is assembled entirely by a single technician, whose experience often exceeds twenty years.
About Versus
Versus is Heroiks Group’s 100% generative AI creative agency. With offices in Paris, Berlin, Bangkok and Dubai, it embodies a new model of advertising creativity, producing cinematic-quality campaigns faster and at a lower cost.
Powered by a team of 20 GenAI experts, Versus offers a comprehensive range of services spanning strategic consulting, content production and training. By placing AI at the service of creativity, the agency is democratizing advertising excellence for brands of all sizes, without compromise and within a responsible and transparent framework.
