DANA EDWARDS
Art Director ~ Photographer ~ Human
With a lot of help from talented coworkers and amazing vendors,
I helped create some breakthrough digital content for Bose.
Working with celebrities and athletes like chef Marcus Samuelsson,
legendary skier Mikaela Shiffrin, and golf's 4-time major winner
Rory McIlroy, we spread the Bose story to millions.
VideoWave TV :30
The VideoWave was an HDTV with a complete premier Bose home theater system built-in. The most amazing part was that there were no visible speakers. There was nothing else like it.
Note: Up to this point, Bose had only done straightforward direct response TV spots. This broke through that barrier.
Bose teamed up with celebrity chef Marcus Samuelsson to explain the similarities between great food and great music. This ran on bose.com, bose social channels, Marcus' channels and Youtube.
Marcus Samuelsson :44
Before every run, U.S. Alpine Skier Mikaela Shiffrin visualizes the course she’s about to attack. She imagines every turn and tuck.
But sometimes distractions get in the way. This shows how she tunes them out with Bose QC35 noise cancelling headphones II.
This concept came right from the life and words of Mikaela. So it was easy for her to just be her. No acting needed. MPC did a great job bringing our storyboard to life.
This was an extension of Bose' FOCUS. ON. campaign. It ran on network TV during the World Cup racing season. The timing was perfect as Mikaela had her most dominating season yet.
Mikaela Shiffrin :30
Rory McIlroy 3:03
Bose's partnership with Rory McIlroy was well timed.
Rory regained the world's-best-golfer rating shortly after signing. That provided a good story line to show Rory's intense work ethic to get better. Writer Craig Falzone was the driving force with the Better Never Quits theme line and his story-telling prowess, The Malloy Brothers directed and the final product speaks for itself.
Rory McIlroy :30
The Masters was the last major Rory needed to win to claim golf's career grand slam. This :15 pre-roll was to show Rory preparing to make history.
We had a lot of beautiful footage from the Better Never Quits documentary that showed Rory on the driving range. A big challenge was that we couldn't use words like Masters or Augusta. Ray Charles' "Georgia" was the perfect solution.
Michael Goulian 1:37
One of a series of short documentaries titled "Why I Fly.
They tell the stories of pilots and their passion for flying. And how the industry-leading Bose A20 Wireless headset helps them be the best pilot possible.
Industrial Color NY applied their magic sauce to deliver the technical details to online customers further down the purchase pipeline.