client | Atelier Pavlinić
Sounds Coloured Gold
Atelier Pavlinić specialises in restoring pianos, organs, and harpsichords. Over the years, the atelier became a household name representing a high standard of quality in restoration. Pavlinić also produces its own brand of harpsichords which have been praised for their unique quality of sound. The Atelier wanted to create a campaign centred around a video that would resonate with international customers and increase brand visibility and engagement.
Sounds Coloured Gold
The sound of music has served as the universal language of the human population for centuries, invoking powerful emotions among people around the world. At the heart of that sound is an instrument. There are many good instruments, but every musician will tell you that a remarkable instrument is as rare as gold. It is an extension of the musician's body and soul, a tool that allows them to express their innermost feelings and emotions through the music they create. When a musician finds a truly remarkable instrument, it is like finding a piece of themselves that they never knew was missing. Playing such an instrument is like feeling the sound of gold on your fingertips. Ever-elusive, ever-present.
Delivering on an impossible promise
Sounds cannot be really coloured in gold. This adynation (an extreme form of hyperbole which is magnified to the extent of impossibility) was intentionally used throughout the campaign to highlight the exquisite craftsmanship and quality of sound reflected in the atelier’s products. The colour gold, a colour usually associated with luxury brands, was used to underline the target audience of the campaign – high-end buyers, including music professionals, musical academies, concert halls and opera houses. Finally, it is expected that this playful use of words will stimulate the consumer and increase overall interest in the campaign, as well as in the atelier’s products.
Creating the video
Good preparation is the key to an excellent video. After establishing the main motives and overall tone of the campaign, the screenplay, several mood boards and reference videos were presented to the client to convey the planned look and pacing of the video.
