2015 Winners & Shortlists

Brief Explanation

The film is the final chapter in a series of five episodes. The protagonist is Qusai, a famous Saudi hip hop artist, performer and co-host of Arabs Got Talent. This film is all about music: in fact, the whole campaign was a documentary about how we turned a car, the Chrysler 300C, into a musical instrument to be played by Qusai. To achieve this, our sound engineers extensively sampled the car down to the last detail: the mechanical sounds, the electrical ones and, of course, the powerful engine. The 1000+ sounds have then been used to create a professional software musical instrument called The Performer. The song that is the soundtrack of the 60" TV commercial, an original dubstep track composed by Qusai, has been arranged and produced using only and exclusively the software instrument. The drums, the percussions, the wobbling sub-bass sound, the eerie pads and the gritty solo synth, incredibly musical, are the pure expression of the sounds of the Chrsyler 300C and of the incredibly refined process of sampling, from the use of the hyper-detailed Earthworks microphones to the top notch outboard, used to glorify the act of producing a song for a TV commercial.

Creative Execution

The track "Be The Performer" is an original dubstep song that has been composed by Qusai and then arranged, produced and recorded by Jurij Gianluca Ricotti, an Italian producer who has worked with many international, world-famous artists. The whole performance that Qusai offers in the commercial is based on this beat, like the graphics on the LCD screens around the car that have been synced to the same beat to offer a seamless, immersive experience between the composer (Qusai) and the instrument he has played (the Chrysler 300C). The software musical instrument that we have created, a Kontakt instrument, has been sent to the best producers and hip hop artists around the world, to be freely used and it will be freely available for everybody to keep inspiring and being inspired by the Chrysler 300C.