ASMR

There’s a feeling, uncontrollable yet deeply satisfying, that’s captivating millions of people on social media today: ASMR (Autonomous Sensory Meridian Response). An unconscious reaction of our bodies that becomes a form of art when it turns sounds and images into emotions.

Repower has chosen to portray work through this very sensory experience: sound in its purest form, images distilled into small moments—vivid, authentic stories of the passion behind every profession. From the flames igniting in a restaurant kitchen, to the muffled and then crisp rhythms of machinery in a shoemaking workshop; from the precise tapping of a keyboard to metal ringing under a hammer: every noise tells the story of a gesture, a movement, an energy taking shape. This is the energy Repower identifies with, and the essence behind the concept “Music to Our Ears.”
The choice of the 9:16 vertical format stems from the desire to remain faithful to the language of ASMR videos and their place of origin: social media. The television screen thus becomes a giant smartphone, giving viewers the sensation of entering that contemporary, immersive universe.