Shell Embarks on a Quest for More

10. Craft Kancils [10.10 Sound Design in Film Content]

Links:

https://www.shell.com.my/motorists/shell-fuels/shell-fuelsave-95.html

Product/Service:

Shell FuelSave 95

Client:

Shell

Brief:

Shell entered 2024 with a problem: despite a superior fuel claim (15km more per tank with FuelSave 95), their tactical marketing just wasn't going the distance. Competitors, like the beloved Petronas, were winning hearts while Shell struggled to make an emotional connection. Functional benefits? Great. Emotional resonance? Not so much.To shift gears, Shell needed a campaign that went beyond mileage and into the hearts of Malaysian families.A working father's reflection that 'sebagai pekerja, kita hari hari jadi pengembara' or 'every day can be an adventure' sparked an idea.

Solution:

When Shell set out to create Kembara Lebih Jauh ('A Quest for More'), it wasn't just a visual adventure it was a sonic one. The sound design played a pivotal role in transforming Roger Hensem's daily drives into epic quests, elevating the emotional connection of each moment. Crafting the Soundscape The sound design was crafted to bring Roger's journey to life. From the subtle hum of FuelSave 95-powered engines to the crisp rustling of leaves as he drives through lush landscapes, every sound was designed to immerse the audience. The film's score, inspired by Indiana Jones-style adventure, was seamlessly woven with Shell's sonic branding, amplifying the sense of excitement while keeping the brand's identity at the forefront. Building Tension and Emotion Sound cues were meticulously timed to match the emotional beats of Roger's journey. The crescendo of the score built anticipation during high-energy moments, like Roger speeding off to his daughter's camp, wh

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