Project Overview
Client: SIRO
Campaign: Discover SIRO One Za'abeel
Objective: Promote Dubai's ultimate active lifestyle hotel through an engaging TVC, highlighting its comprehensive offerings for both business and leisure travellers.
SIRO is a cutting-edge lifestyle destination that blends advanced digital technology with fitness expertise to help guests globally achieve peak performance. Dedicated to inspiring health enthusiasts, each SIRO location provides immersive experiences, interactive spaces, and stunning environments. Central to SIRO's philosophy is the promotion of physical and mental well-being, leveraging digital innovations to engage guests and support their active lifestyles throughout their stay and beyond.
About SIRO One Za'abeel
SIRO One Za'abeel is strategically located just 15 minutes from Dubai International Airport, within walking distance of the Dubai World Trade Centre, and a short distance from DIFC. The hotel is designed to ease jet lag with world-class wellness experiences and offers a selection of Michelin-starred restaurants.
The Brief
The campaign aimed to showcase SIRO One Za'abeel as Dubai's ultimate active lifestyle hotel. The TVC needed to emphasize the hotel's unique blend of luxury, convenience, and wellbeing, catering to both business and leisure travellers. Our task at WithFeeling was to create an immersive sound design that would elevate the visual storytelling and capture the essence of the hotel’s offerings.
Our Role
At WithFeeling, we were responsible for crafting the cinematic sound design and final mix for the TVC. The goal was to make every scene in the film come to life and feel cinematic. We focused on creating a rich audio landscape that complemented the visual narrative, enhancing the overall impact of the campaign.
Sound Design Process
Initial Concept and Sound Mapping
We started with a detailed sound map, identifying key scenes and the emotions they needed to convey. This involved understanding the brand’s philosophy and the specific features of SIRO One Za'abeel that the TVC aimed to highlight.
Pro Tools Session
- Pro Tools Session: The image below shows our Pro Tools session, which is widely used for audio post-production, mixing, and sound design. We go into a great deal of detail and spend significant time and effort in our mixing and sound design approach.
- Timeline and Tracks: The timeline displays various tracks, each labelled with specific elements like "VO" (voiceover), "BreathSync," "Ambience," "StoxFX," and others. This well-organized session with different categories allows for easy navigation and mixing, demonstrating our meticulous attention to detail.
Track Details
- Voiceover Tracks (VO): The VO tracks are recorded voiceovers, split into different segments or characters. Each track has inserts and sends indicating applied effects and routing.
- Breathing and Sync Tracks: These tracks are focused on capturing realistic breathing sounds and syncing them with on-screen actions, crucial for enhancing the immersive experience.
- Ambience and Sound Effects (FX): The ambience tracks are used to create a background atmosphere, while the StoxFX tracks are dedicated to sound effects. These might include environmental sounds, Foley, and other elements to enrich the auditory experience.
Plugins and Effects
- VCA Compressor: A vintage-style compressor plugin, used to control the dynamic range of specific tracks or the overall mix.
- ValhallaVintageVerb: A popular reverb plugin known for its high-quality algorithms, providing spatial effects to create a sense of depth and space in the mix.
- Bus Processor: This is a multi-functional plugin for final processing on bus tracks, including compression, saturation, stereo imaging, and other enhancements.
- Weiss DS1-MK3: A mastering-grade dynamic processor, used for precise control over the dynamics and overall loudness of the mix.
Creating Cinematic Richness
- Larger-than-Life Moments: For the grand, expansive shots of the hotel's architecture and facilities, we used deep, resonant sounds and dynamic musical scores to create a sense of awe and grandeur.
- Slow Motion Sequences: In scenes where the visuals were slowed down, we incorporated slow-building crescendos and subtle sound layers to emphasize the dramatic effect.
Delicate and Realistic Elements
- Breathing and Subtle Sounds: For intimate and delicate moments, such as a guest experiencing a wellness treatment or engaging in physical activities like working out or walking, we used close-mic techniques to capture realistic sounds. These include breathing, the rustle of fabrics, and the rhythmic sounds of movement. These elements were mixed delicately to add authenticity and a personal touch, enhancing the immersive experience.
Balancing Act
We meticulously balanced the audio elements to ensure a seamless transition between the different moods of the SIRO One Za'abeel TVC. Whether it was the energetic vibe of the fitness facilities or the serene atmosphere of the recovery lab, the sound design was tailored to enhance each experience.
Final Mix
The final mix brought together all these elements into a cohesive audio experience. We ensured that the sound design not only supported the visuals but also added depth and emotion to the narrative. The final product was a rich, immersive soundtrack that made the TVC truly stand out.
Results
The sound design for the SIRO One Za'abeel TVC successfully highlighted the hotel’s unique offerings, creating an engaging and memorable experience for the audience. The campaign has received positive feedback, with particular praise for its cinematic quality and the way it captured the essence of Dubai's ultimate active lifestyle hotel.
Our collaboration with One Za'abeel on this TVC demonstrates the power of sound design in enhancing brand storytelling. By creating a detailed and immersive audio experience, we were able to elevate the campaign and effectively communicate the hotel’s luxurious and comprehensive offerings.
All You Need is Love, and a Subscription to Our Bi-Monthly Newsletter!
