Sound
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SPORTS DIRECT UK
Sports Direct is the UK’s biggest sports retailer, and its advertising has to carry the energy of the sports it sells to an audience of millions. WithFeeling designed the sound for the campaign film.
THE CHALLENGE
Sports Direct is the UK’s biggest sports retailer, a high-street giant that has made performance gear accessible to millions through sheer scale and value. The challenge here is energy with mass appeal: a sound that captures the buzz of sport, bold and motivating enough to cut through a busy retail landscape while speaking to everyone from weekend runners to die-hard fans.
THE APPROACH
Retail energy is easy to fake and hard to earn, so the sound design was built from the real thing: the impact and rhythm of the sport on screen, crowd and kit and movement, cut tight to the edit and mixed loud enough to hold its own on a busy screen.
THE RESULT
A spot that sounds like the buzz Sports Direct sells, and cuts through a crowded retail landscape.
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