Bose Powers Coco Gauff to Find Her Rhythm
PUSHING A BRAND’S BOUNDARIES
Icons and pioneers In the sound space Bose sought a creative partner to push their visual and narrative boundaries. Bose asked MATTE to execute a multi-faceted content piece for the new QCEII earbuds, featuring rising tennis star, Coco Gauff.
HARNESSING POWER THROUGH SOUND
Although each match is played with an opponent, tennis is played against the self. How can a young athlete, competing at the highest level, summon the composure to play on her own terms in the biggest moments? For Coco, it’s about channeling her power to the beat of sound.
THE PERFECT OPPONENT
Our hero film isolates Coco’s power source, removing the player across the net and putting her up against herself. We find her at an impasse, struggling to locate her flow during a late night ball machine session in an empty stadium. When she’s out of sync with her game, we see Coco turn to music, which powers her to stay on beat.
POWER ON DISPLAY
Production leveraged lighting design and dynamic camera moves to create gravity and intensity.
The piece explores the diegetic sounds of the location: the incessant whirring of the ball machine, squeaking sneakers on hard court, the hollow clap of ball on strings echoed around an empty stadium.
Once Coco puts in the QCEII’s, sound design matches Coco’s movements on court to the snapping snares on Lil Uzi Vert’s hit track, “I Just Wanna Rock,” emphasizing the game-changing importance of quality audio to Coco’s game.
