Vredestein is a high-end tire company. DJ Hardwell is, as his name would suggest, a DJ. And Carmen Jorda is a world-class racing driver. What do the three have to do with each other? To support their new winter tyre Wintrac xtreme S, Vredestein took Carmen Jorda down to the snowy Chilean mountains and had her test out the new winter tires. All the while some technicians measured the performance of the tires whilst braking, turning, accelerating and more. Then they used software to transmit the data into a midi-file which then DJ Hardwell then used to remix his hit "United We Are," featuring Amba Shepherd
We've seen "blank created into music," executions before. Most notably VW and Nike and FCB measured mountains to create music for Jeep.
Someone should come up with a name for this execution style.
VREDESTEIN
CHIEF MARKETING OFFICER: Marco Paracciani
HEAD OF GLOBAL MARKETING COMMUNICATIONS: Bandi Vaczi
DIRECTOR MARKETING EUROPE & AMERICAS: Tanneke Reinders
GLOBAL MARKETING COMMUNICATIONS: Sandeep Bhadwal
ONLINE MARKETING COMMUNICATIONS: Jip Hoppen
MANAGER PR: Romy uit het Broek
MARKETING COMMUNICATIONS Ilse Jansen
J. WALTER THOMPSON AMSTERDAM
BUSINESS DIRECTOR: Michiel van de Graaff
DIGITAL DIRECTOR: Jesse Houweling
EXECUTIVE CREATIVE DIRECTORS: Marcel Hartog, Bas Korsten
CREATIVE DIRECTOR: David Navarro
CREATIVE ART: Guney Soykan, Gerard Foekema,
Cesar Garcia
CREATIVE COPY: Nick Bruckman, Julio Alvarez
STRATEGY DIRECTOR: Agustin Soriano
SCREEN PRODUCER: Kiek Beljaars
DESIGNER: Vinesh Gayadin
SENIOR UX DESIGNER: Joeri Kiekebosch
TECHNOLOGIST: Emmanuel Flores
J. WALTER THOMPSON LONDON
GLOBAL BUSINESS LEADER: Jagdip Bakshi
GLOBAL BUSINESS DIRECTOR: Paul Kehoe
GLOBAL ACCOUNT MANAGER: Harris Kantas
EXECUTIVE CREATIVE DIRECTOR: Axel Chaldecott
ART DIRECTOR: Glenn Gibbins
GLOBAL STRATEGY DIRECTOR: Magnus Wood
GLOBAL OPERATIONS DIRECTOR: Andy Smith
HEAD OF ART BUYING: Sue Clifford
VIDEO PRODUCTION
PRODUCTION COMPAGNY: Czar
DIRECTOR: Aaron van Valen
D.O.P: Paul Ozgur
EDITOR: Wouter van Luijn
POST/VFX: De Grot
ANIMATIONS: Superhero Cheesecake
SOUND/MUSIC: Audentity
DIGITAL PRODUCTION
PRODUCTION COMPAGNY: Superhero Cheesecake
KSM
ACCOUNT MANAGER: Sam van Beek
ACCOUNT MANAGER: Ward Enckhof
PHOTOGRAPHY
PHOTOGRAPHER: Frans Dekker
POST PRODUCTION EXECUTIVE: Mark Beernink
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Y'know, I'd like to know exactly what they mean by this. Because I'm sure they did the 'remix' visuals in post and the speed of the car is probably only tangentially related to the tempo of the track.
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PermalinkYeah. Honestly it just looks like a cheap excuse to edit scenic car driving to a dance track. And it's not even a good dance track.
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