Sounds Like The Unreal Thing

Agency: Rapp


Hefty, the brazilian audio producer led by Edu Luke, reinforces the meticulous character of its work with a new creative concept, presented in their ad campaign. Created by Rapp Brazil, the strategy brings Luke himself as protagonist in a totally unusual environment, designed to illustrate their ability to make happen any crazy creative idea in sound.
Under the signature "Sounds like the unreal thing", the ad shows a ludic scene with a dragon dumping an enormous jet of fire in a stone. Behind it, the Hefty leader appears to capture the purest sound, instancing the concept that the studio can bring any sound idea to life, regardless of its complexity.
Taking the graphic piece production to the next level, Rapp called the artist Paulo de Almeida, one of the leading international experts in dragon design, from the Magma Studio, Dubai. The work brings a mix of still, 3D techniques, and Luke's real image, captured by the awarded photographer Wel Calandria.

This professional campaign titled 'Sounds Like The Unreal Thing' was published in Brazil in March, 2019. It was created for the brand: Hefty, by ad agency: Rapp. This Print medium campaign is related to the Professional Services industry and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agency: Rapp, Brazil
Co-presidents: Tatiana Pacheco, André Pasquali
Creative Director: Felipe Andrade
Art Directors: Alessandro Vieira, André Marchesi
Copywriter: Lucas Nascimento Silva
Photography: Wel Calandria
CGI and Retouch: Paulo Almeida
Client Approval: Edu Luke

Norwest X-Traction


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