Sonar Unsung Heroes
A PR announcement is a specific kind of pressure. You have one shot to get the message out, the moment is time-limited, and the content has to work across every platform simultaneously. For Sonar (rebranded as Arovy), the stakes were higher because their brand is built on a voice that is witty, confident, and younger-feeling than most companies in their space. A generic announcement video would have undermined the brand it was supposed to represent. They needed something that could carry real information and still feel like them.
Award Winning
We built the video around the music rather than alongside it. Every animation was timed to key audio beats so the piece moves with rhythm rather than just playing over a track. That distinction matters because it is the difference between a video that feels produced and one that feels alive.
The Concept
Kinetic typography drove the message forward while stock footage was selected and timed with enough playfulness to match the brand's tone without softening the clarity of what was being announced. Hidden Easter eggs and animated x-ray glasses were not decoration. They were signals to the audience that the people behind this product have a sense of humor and are not taking themselves too seriously, which is exactly what a confident brand sounds like.
Sonar launched their announcement with a 45-second film that landed the message and reinforced who they are in the same breath. That is what it looks like when brand voice and launch content are treated as the same problem rather than two separate ones.
