Hefty, the brazilian audio producer led by Edu Luke, reinforces the meticulous character of its work with a new creative concept, presented in their ad campaign. Created by Rapp Brazil, the strategy brings Luke himself as protagonist in a totally unusual environment, designed 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.
Taking the graphic piece production to the next level, Rapp called the 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.
Sounds like the unreal thing
CoPresidents:Tatiana Pacheco, Andre Pasquali
Creative Director:Felipe Andrade
Art Directors:Alessandro Vieira, Andre Marchesi
Copywriter:Lucas Nascimento Silva
CGI and Retouch:Paulo Almeida
Client Approval:Edu Luke