Alive with sound

Devialet manifests the experience of sound with global brand ambassador in a new campaign by Bonjour Paris.

Bonjour Paris unveils Devialet’s latest global campaign with Global Brand Ambassador Formula 1® driver for the Oracle Red Bull Racing team, Isack Hadjar.

Founded in 2007, Devialet has re-engineered sound to define a new era of luxury audio systems. The French brand’s latest campaign, in partnership with creative agency Bonjour Paris, officially marks Formula 1® driver for the Oracle Red Bull Racing team Isack Hadjar’s first ambassador campaign alongside the launch of the new Devialet Phantom Ultimate 98 dB - Pulse Blue speaker colorway.

Grounding the narrative in Devialet’s new global tagline, “Alive with sound,” Bonjour Paris prioritized physical realism and sensory atmosphere. The global campaign captures the visceral, emotional overlap between high-speed racing and the power of sound. By treating sound as an all-encompassing physical phenomenon connecting body, mind, and heart, the agency highlights how both acoustic and speed engineering stir the soul and resonate in the bones.

Produced alongside Bonjour Paris’ partner agency Ever, director Akatre, and music producer Studio MIM, the campaign reflects the Devialet Phantom Ultimate 98 dB - Pulse Blue’s dual-energy design by pairing custom acoustic scoring with dramatic lighting. Executed from initial conception to final delivery, the full production scope encompasses a 30-second hero film with 15-second and 6-second cutdowns, two primary key visuals, and an additional social media content system featuring behind-the-scenes footage, short-form video formats, and additional key visuals.

Transforming physical sensation into audio-visual emotion Devialet and Isack Hadjar unite as strategic underdogs, colliding two distinct yet fundamentally aligned worlds where success hinges on extreme precision and the courage to take risks. Devialet, a brand born from radical innovation in acoustic engineering, found its natural counterpart in Hadjar, a rising force in Formula 1® who embodies the challenger spirit and relentless determination of a new generation.

For Bonjour Paris, this synergy directly dictated the campaign’s creative and visual direction. Rather than placing Hadjar in a standard racing environment, the agency used his physical relationship with speed, the intense cockpit G-forces, millimetric trajectory control, and pure adrenaline to mirror the bodily experience of Devialet sound. This sensory alignment influenced the creative direction, focusing on moments of extreme physicality where acoustic vibrations and aerodynamic tension converge.

Shaping sound
Across 20 campaign and social assets, with over 100 behind-the-scenes content assets, the campaign shoot took an immersive approach, built on the idea of physically manifesting the power of sound. The visual direction sets Isack Hadjar in an abstract mental space where light replaces scenery to trace the speed, trajectories, and tension of Formula 1®.

To echo the Devialet Phantom Ultimate 98 dB - Pulse Blue, signature blue lighting and sharp contrasts create an electric, high-end visual thread throughout. The camera treats the body as the primary sensor, pairing micro-reactions like breath and gaze with flash cuts, close-ups, and an experimental soundscape of heartbeats and mechanical frequencies.

Deployed across digital, social, and out-of-home platforms on September 15th, the campaign establishes a cohesive visual universe across every touchpoint.