Back Story
In advertising, visuals usually get most of the attention.
But sound plays a major role in how audiences emotionally experience a brand.
Working alongside Asota Studios, we helped create custom commercial soundscapes for global brands including Starbucks, Volkswagen, Oppo, Uniqlo, Hennessy, and Perrier.
The objective wasn’t simply producing music.
It was using sound strategically to strengthen brand storytelling, emotional impact, and viewer engagement.
The Challenge
Create audio experiences that could:
- stand out in a crowded commercial landscape
- strengthen emotional connection with audiences
- support each brand’s identity and messaging
- and enhance the impact of the visual campaign itself
Every commercial required a different emotional tone, pacing, and audience response.he sound needed to feel intentional- not generic.
The Strategy
The approach focused on translating brand emotion into sound.
Before production began, we worked closely with each team to understand:
- the feeling the campaign should create
- the audience response they wanted
- the pacing and tone of the visuals
- and the overall message behind the commercial
From there, custom soundscapes were created to reinforce those emotional and visual cues throughout the campaign.
The goal was to make the audio feel inseparable from the visual experience itself.
The Process
1. Interpreting Brand Emotion
Each commercial began with understanding the emotional direction behind the campaign.
Some required:
- energy and momentum
- luxury and sophistication
- warmth and nostalgia
- or modern, minimalist tension
The sound design was then tailored specifically around those objectives.
2. Creating Custom Soundscapes
Working with Asota Studios, we developed custom audio using a mix of:
- original composition
- cinematic sound design
- rhythm and pacing techniques
- atmospheric layering
- and audio cues synchronized to visual moments
The objective was not simply background music — but audio branding designed to shape viewer perception and emotional response.
3. Integrating Audio Into the Final Commercial
Once produced, the soundscapes were carefully integrated into the final edits alongside the visual team.
This involved:
- syncing audio to visual pacing
- accentuating important visual moments
- refining emotional transitions
- and ensuring the final commercial felt cohesive from both a visual and audio perspective
The result was a far more immersive and emotionally engaging brand experience.
The Results
The commercial campaigns aired across major markets throughout China and received strong feedback from both brands and audiences.
The audio branding helped:
- strengthen emotional engagement
- elevate production quality
- reinforce brand identity
- and create more memorable commercial experiences
Projects included campaigns for:
Key Insight:
Strong branding is not only visual.
When sound is used intentionally, it can significantly deepen emotional connection, strengthen storytelling, and make a brand experience far more memorable.