Sound
0:00 / 0:00
AXIOM MEET THE PARENTS
Axiom is one of the Middle East’s biggest mobile and electronics retailers. Meet the Parents is an animated spot in which a father-in-law interrogates hapless Greg about a brand-new phone he plainly cannot afford, until the reveal: Axiom lets you take a device out of the shop for an hour to try before you buy. WithFeeling composed the music and designed the sound.
THE CHALLENGE
Axiom is one of the Middle East’s biggest names in mobile and electronics retail, the place millions turn to for the latest tech. For its Meet the Parents campaign the challenge was charm over hard sell: a sound warm, witty and full of heart, carrying the humour and relatability of the story while keeping the brand feeling modern, friendly and effortlessly likeable.
THE APPROACH
Comedy timing is sound timing. The score builds the squirm through the interrogation and releases it on the reveal, while the sound design gives the animated room and its two characters enough solidity that the jokes land in the silences as well as on the music.
THE RESULT
A spot that charms rather than sells, carrying a product truth people remember because they laughed first.
More Work
Related Projects
Explore more work in music, sound design and sonic branding.
