Turn the Dial Campaign

Agency: Partners In Crime Creative


With only 2.8% of popular songs from the last decade produced by women, sound hasn’t reached its full potential.

In response, Bose is unveiling “Turn the Dial,” a creative campaign and content series, which calls out the gender disparities in music production and imagines a world where producers of all genders are equitably represented.

Details around Bose’s Turn the Dial campaign include:
-Bose knows the importance of ensuring that future generations of music producers see themselves represented, so Bose partnered with four creators whose individual stories showcase a breadth of talent in the industry – H.E.R., PinkPantheress, BLOND:ISH and WondaGurl.

-The hero campaign film, directed by Kimberly Stuckwisch, calls out the massive deficit in representation and calls for change, featuring commentary from H.E.R., PinkPantheress, WondaGurl and BLOND:ISH, and music composed for the campaign by H.E.R.

-For the film, Stuckwisch created bespoke environments for each of the producers, imagined work spaces, describing the diversity of contemporary music production and what an exploration of what a ‘studio’ looks like in 2023, evolved from the cliché of a long mixing desk with hundreds of dials.
-On the work, Stuckwisch had this to say: “Directing these four fiercely talented producers who bring diversity, complexity, and dimension to the industry was an absolute honor. With this initiative, Bose is saying, if you can see it, you can believe it. If you can believe it, you can be it. That's a win no matter how you look at it. Representation is everything.”

-The Turn the Dial campaign will run across digital and social platforms with additional assets including profile films of the four producers and product films directed by Scheme Engine’s Symone Ridgell and campaign stills by Carolina Isabel Salazar.

-The campaign was a women-led production in front and behind the camera. All heads of departments hired by Scheme Engine were women who supported the creative team: Kimberly Stuckwisch, Campaign Director; Symone Ridgell, Director of Interview & Product Films and Photographer, Carolina Isabel Salazar.

-Turn the Dial will also come to life in partnership with She Is The Music, a non-profit organization with a mission to increase the number of women working in music, artists and industry professionals. Together, Bose and She is The Music have cultivated a ‘Sound is Power Impact Board,’ comprised of accomplished music artists and repertoire (A&R) executives and producers. The formation of the board will provide a pipeline for the next generation of aspiring women and non-binary music producers to have an opportunity to elevate their music to a wider audience.

This professional campaign titled 'Turn the Dial Campaign' was published in United States in March, 2023. It was created for the brand: Bose, by ad agency: Partners In Crime Creative. This Film medium campaign is related to the Media industry and contains 1 media asset. It was submitted about 1 year ago.


Agency: Partners In Crime Creative
Co-Founder, Head of Entertainment: Jennifer Zaitz Sutherlin
Co-Founder, Head of Brand: Allie Close
Creative Director: Danna Takako
Music: Written and arranged by H.E.R., additional production by WondaGurl
Sound Design: Matt Yocum Sound
H.E.R. Stylist: Wouri Vice
H.E.R. Hairstylist: Micha Brown
H.E.R. MUA: Marissa Vossen
PinkPantheress Stylist: Mimi Wade
PinkPantheress Hairstylist: JStayReady
PinkPantheress MUA: Alana Palau
WondaGurl Stylist: Oliver Vaughn
WondaGurl MUA & Hairstylist: Cherish Brooke Hill
BLOND:ISH Stylist: Oliver Vaughn
BLOND:ISH Hairstylist: Alex Thao
BLOND:ISH MUA: Francie Luxe
Campaign strategy, originated by WMX, part of Warner Music

Production Company: Scheme Engine
Campaign Director: Kimberly Stuckwisch
Director, Interview & Product Films: Symone Ridgell
Executive Producer: Jannie McInnes
Producer: Megan Gutman
Copywriter: Chelsea Marshall
Director of Photography: Zoë Simone-Yi
Campaign Photographer: Carolina Isabel Salazar
Production Designer: Pili Weeber
Second Unit DP: Celine Layous
Editor: Holle Singer at Consulate
Producer: Lindsay Bane
Color: Kaitlyn Battistelli at Ethos Studio

Sr. Director Media and Partnerships: Jack Daley
Head of Music & Entertainment Partnerships: John Stratton
Executive Creative Director: Karen Goodman
Creative Director: Kelly Wencis
Executive Producer: Nichole Hynes
Global Brand Strategy Lead: Cass Cruz
Head of Content Strategy & Social: Jess Schreibstein
Integrated Marketing Program Manager: Katie Carlson


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