Infiniti Middle East tunes up with car sounds

Infiniti Middle East, "Chromatic" by TBWA\Raad.
Infiniti Middle East, "Chromatic" by TBWA\Raad.

Its "Chromatic" campaign from TBWA\Raad employs a library of sounds from brake squeals to seatbelt clicks

DUBAI — Infiniti Middle East revealed in mid-January "Chromatic," an audio track made entirely from the sounds of its cars, and an animated video aligned with the theme.

Vehicles used for the project included the QX80, QX70, QX60 and the Q50 sedan.

The project was conceived in April 2014. A library of sounds was created using brakes, tire spins, gear shifts, seatbelt clicks, exhaust roars and internal alerts before the composer was engaged.

See Infiniti Middle East's "Inspired Light" show

The visuals attempt to illustrate each beat and note using elements of Middle Eastern art, while creating visuals that evoke the Infiniti range. The video and track are to be distributed globally by Universal Music.


Client: Infiniti
DGM: Francesca Ciaudano
Section manager: Samer Bou Dagham
Composer: Megadon Betamax
Animator: Misha Shyukin
Creative agency: TBWA\Raad
Art director: Elisa Arienti
Copywriter: Madeleine Butcher
Account director: Rania Nazmy
Account manager: Ola Rizk
Producer: Rouba Asmar

This article first appeared on

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