Core: The Sound of Balance
Turning balance into something you can see and hear
Unreleased
Role: ACD, Social & Photography
The Challenge
Core’s whole story is balance, but balance is hard to show. After introducing Chloe x Halle as the faces of the brand in 2024, the next campaign needed to make the idea feel more tangible, using the thing the sisters are known for.
The Strategy
We built the campaign around the sisters’ music. The Sound of Balance brought Core’s balance to life through beats and vocals created by Chloe x Halle. The set worked like an art installation filming a musical experiment: entirely practical, with real gear, speakers, amps, and wires in view. The camera stayed close, so viewers felt like they were in the room while the sisters made music together.
With CDs Tim & Brett leading broadcast, I led social and photography on set, capturing stills / BTS / vertical content to help extend the campaign across social and other 360 channels.
The Work
The final campaign included a hero spot, a suite of vertical social cuts, and a photo library built to carry the idea across every touchpoint.
