For Discovery Channel’s Shark Week, Volkswagen explores how our perceptions of sharks are highly influenced by music.
Ever since Spielberg’s “Jaws,” menacing music has become synonymous with footage of sharks. But in an interactive experience created by Deutsch L.A., VW asks what if the music were different. In partnership with Discovery, composer J. Ralph and marine biologist Luke Tipple, it created a new score for sharks and recorded it at Abbey Road Studios with an orchestra featuring Grammy Award-winning violinist Josh Bell.
In the Sharks Rescored interactive experience, fans control the music experience with their eyes using eye-tracking technology, to see shark footage scored with both menacing music and the new score. Toggling between both scores, the experience highlights how music influences our perceptions of sharks.
So what, you might ask, has this got to do with cars? Well, Volkswagen says changing our perception of sharks ties in with its own efforts to change our perceptions of wagons, with the launch of its new Sportswagen.
Excerpt from Creativity Online
Client: Volkswagen, Agency: Deutsch LA