Through our ongoing relationship with the META team we were thrilled to be asked to create original audio for UK online retailer ASOS to soundtrack their new influencer campaign Night Shift.
Our task was to create a fresh, modern track that could be supplied to influencers to soundtrack their own ASOS brand experiences.
We started – as we always do – by asking the right questions and establishing the key objectives. The brand team were super clear in their presentation of the ASOS identity and target customer:
- ASOS is your daily shot of fashion entertainment, showcasing curated and diverse real-life style
- the audience is The Assertive Originals: 20-something street-level tastemakers, highly engaged with fashion content, exuding confidence, attitude and energy
We worked with the team to distill the brief into these key descriptors: in the know, self-assured and playful. This set us up to create tracks that would capture the brand identity and resonate with the audience.
The target customer set the style and feel of the tracks: urban, young and confident, without ever trying too hard. The real musical challenge was to capture the balance of in the know and self-assured versus playful. We got to work making beats and creating sounds and presented two initial concepts to the team – both of which we’re delighted to say were very well received!
The brand chose to move forward with Concept 1.
Our track made of crushed Decap-style 2 step beats with drizzles of granular magic and hooky vocal chops. Melodic and crushed percussive hooks grabbed the audience’s attention from the get-go with saturated claps creating a human sign-off
As with all our work, the right brief drove the solution: the distinctive UK garage feel and schizophrenic analogue synth bass delivered the self assuredness; with the interplay of top line synth parts, vocal chops and crushed percussion delivering a raw energy and vibe.
We supplied a range of alternative mixes that the brand supplied to different influencers, giving the campaign a flexible, yet distinctive and personalised feel as part of the wider Night Shift strategy.
