Description:

Leading performance meets personalised sound.

Nura pairs perfectly as the official headphone partner for New Zealand Rugby and what better time to use sound design as a key feature than the hero film and campaign for this partnership launched during the Bledisloe Cup series against the Wallabies.

Nura have created a totally unique sound experience, built out from hearing aid tech that adjusts and adapts the headphones deliver sound to how your ears uniquely hear. The All Blacks alignment was more than sponsorship, it was a unique global collaboration totally focused on how sound helps get our top athletes in the zone. This feeling of “being in the zone” or being in flow motivated our core idea for the campaign - a partnership where “unimaginable sound meets unbelievable performance”.

This was a gift of a brief in anyone’s language but especially for a musician, and our Creative Director took full advantage. Designing a sound bed and customising a track that didn’t cloud the creative with words but emphasised the performance in the key moments of the film.

A dynamic and transformative soundscape that made the hits hit harder and the moments feel stronger, punctuating powerful pictures with an equally powerful sonic performance. The pacing and interplay between sound design and the overall story lifts the film to a level of focus, intensity, and performance that both the All Blacks and Nura operate at – way out in front of their respective fields.

“If you can’t take the heat don’t light the fuse.”

This was an ambitious treatment for our first global campaign, blending the pace of the track and adding additional sound layers to emphasise the iconic moments in the pictures. Communicating the potential of music - when well delivered - to motivate the world leading performance.