WhatsApp: "View Once" Campaign

Challenge

WhatsApp approached us with an ambitious vision for their new commercial. The goal was to launch their innovative "View Once" messaging technology, highlighting the platform's commitment to private messaging and its position as a leader in the instant messaging market. The campaign was designed to resonate globally, targeting a young and diverse audience by featuring a vibrant tapestry of talents—from artists and dancers to LGBTQ+ community members, cyclists, and Black Lives Matter activists—all set against the backdrop of an urban, fast-paced city environment. To anchor this dynamic visual montage, we were given the iconic stems of Eric B. & Rakim's "Don’t Sweat the Technique" and tasked with reimagining this legendary track in a way that would amplify the advert's energy and impact.

Our Approach

Recognising the significance of the task, we set out to transform "Don’t Sweat the Technique" into a playful yet powerful auditory experience that would match the commercial's fast-paced, eclectic visuals. Our objective was to edit the track to maximize momentum, creating a sense of continuous movement and excitement that would carry the viewer through the diverse scenes of urban life and innovation. Additionally, we aimed to complement the music with dynamic, natural, and slick sound design and foley, enhancing the sense of immersion and momentum building throughout the advert.

Outcome

The commercial was a resounding success, striking a chord with audiences worldwide. Our playful yet impactful rendition of "Don’t Sweat the Technique" perfectly complemented the visual celebration of diversity, talent, and innovation, driving home WhatsApp's message of privacy and leadership in instant messaging. The dynamic sound design and meticulous foley work brought an additional layer of depth and realism to the campaign, creating a fully immersive experience that showcased WhatsApp's new technology in a memorable and engaging way.