Urwerk is celebrating the launch of its new watch with a digital campaign featuring a series of films depicting the transition from the UR210, the old model, to the UR220, the new model. This succession is symbolized by a fight between two falcons, half-animal, half-machine, whose sharp lines are directly inspired by the design of the Swiss brand’s two watches. The I-Réel agency designed and produced the campaign.
Our clients want music to symbolize both heritage and evolution. Heritage for know-how and evolution for technological innovation. Of course, the music had to be in keeping with the brand’s values of prestige, excellence, precision and accuracy. The films depict a battle, so we need power, stakes and rhythm. And last but not least, we need to give the impression that the falcons are alive. The sound must counterbalance the very robotic, metallic design of the animals.
We first composed and produced the music and sound design for the 90s film, which we then used as a sound vocabulary for the six short films. The music is ethnic, percussive, warlike and epic. Analog synthesizers provide modern musical textures, for technological innovation. Traditional instruments, such as saz and duduk, suggest the notion of heritage. Taikos, Japanese percussion instruments, add power, tension and an epic dimension. They illustrate the strength of the animals and underline the stakes of the battle. Our sound design work focused on transitions, to give the film a rhythm, and the sound of the falcons, with real wing sounds and raptor calls to bring the animals to life.
