Since 2017, Felipe has led creative for over 30 distinct projects for Sonos in his capacity as Creative Director of Ways & Means, that run the gamut from integrated marketing campaigns to social content, to CGI product renders and lifestyle photography. In this time, he has worked on projects to support over 10 distinct product introductions, 4 brand campaigns, and the company’s 2018 IPO.
Felipe’s first brand campaign for Sonos was in 2020. In the months before the pandemic, Sonos Brand Marketing identified that a product reveal film Felipe had developed and directed under the purview of the brand design team was outperforming the campaign they’d created with their AOR at the time. Sonos engaged Ways & Means to create a campaign to support the launch of their new flagship soundbar, Arc underpinned by what would be a marquee content licensing partnership.
Creative exploration done in consultation with Sonos Brand Partnerships resulted in a strategic alliance with Disney Marvel and UMG to feature Black Panther and Kendrick Lamar. The planned live-action motion control shoot was derailed by the onset of social distancing and work-from-home policies and Felipe led a quick pivot to a full CGI aproach. The successful campaign was followed by a holiday iteration, this time in partnership with Disney Star Wars for Mandalorian-centric creative. In both cases, weekly check-ins with the Marvel and Star Wars teams were led by Felipe.
Creative exploration done in consultation with Sonos Brand Partnerships resulted in a strategic alliance with Disney Marvel and UMG to feature Black Panther and Kendrick Lamar. The planned live-action motion control shoot was derailed by the onset of social distancing and work-from-home policies and Felipe led a quick pivot to a full CGI aproach. The successful campaign was followed by a holiday iteration, this time in partnership with Disney Star Wars for Mandalorian-centric creative. In both cases, weekly check-ins with the Marvel and Star Wars teams were led by Felipe.
Distinct from marketing campaigns, product reveal films have proven to be fertile ground for experimentation and have featured interview-based documentary approaches, fully rendered CGI films, meticulously planned motion control shoots, and social series content. Creative discoveries in this format would influence the brand’s visual language and voice in myraid ways in the years that followed.
In 2020, Felipe worked with the Sonos brand design team to establish an approach and look for the brand’s evergreen motion and photography. He’s since led 6 distinct evergreen content capture shoots for the brand, usually directing multiple photo teams as well as motion. That content now fills every page of sonos.com and largely defines the brand’s approach to lifestyle.
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And beyond these more traditional projects, Sonos has entrusted a range of less easily classifiable projects to Ways & Means with teams under the direction of Felipe: A series of films introducing the brand to prospective shareholders ahead of their IPO, a logo animation to accompany their Philip Glass-composed nmenmonic, a market and positioing exploration for the gaming space, a documentary exploring the meaning behind their brand philosophy, ‘Brilliant Sound.’
In 2020, Felipe worked with the Sonos brand design team to establish an approach and look for the brand’s evergreen motion and photography. He’s since led 6 distinct evergreen content capture shoots for the brand, usually directing multiple photo teams as well as motion. That content now fills every page of sonos.com and largely defines the brand’s approach to lifestyle.
And beyond these more traditional projects, Sonos has entrusted a range of less easily classifiable projects to Ways & Means with teams under the direction of Felipe: A series of films introducing the brand to prospective shareholders ahead of their IPO, a logo animation to accompany their Philip Glass-composed nmenmonic, a market and positioing exploration for the gaming space, a documentary exploring the meaning behind their brand philosophy, ‘Brilliant Sound.’