Flow Headphones

After years of research alongside leading engineers devoted to luxury audio design, come the IRIS Flow Headphones - designed from the ground up to deliver the IRIS experience at an unparalleled scale unlocking a new dimension to audio.

The IRIS Listen Well Lifestyle Campaign introduced IRIS Flow Headphones to everyday users, showing how a simple click unlocks a world of focus, engagement, and calm. The film highlighted how IRIS technology, proven to enhance neurological focus, can be used in any setting, transforming daily routines with professional-grade audio quality. This campaign, along with IRIS’ Red Bull Racing partnership, contributed to IRIS surpassing its funding targets by an impressive 679%.

Challenge

Having thrown audiences into the driver's seat, we were challenged to create a ‘lifestyle’ film for the IRIS headphones where consumers could acclimatise to the product at the high street level, putting it in the hands of users going about their daily routines. This was a chance to celebrate what happened with the ‘click of a switch’. 

Insight

Any form of digital audio or video can receive IRIS treatment, whereby information in sound files are unlocked by the platform's algorithm. The technology within IRIS Flow Headphones has, according to a press release, been “scientifically proven to activate flow state, a neurological mindset of complete focus whilst simultaneously being relaxed and engaged”

These neurological benefits are supported by independent research carried out by Joydeep Bhattacharya, Professor of Psychology at Goldsmiths, University of London. According to Bhattacharya: “Listening to music with IRIS enhances the engagement and absorption of the music and provides more stimulation of the brain. This in turn can lead to a flow-like state for the listener as they are listening more actively – their brain is more engaged.”

The same technology that was available to professional race car drivers was now available to the mass market, and audiences needed to see the application in real lifestyle settings. 

Solution

The campaign film was split in half, creating an emphatic tonal shift from ‘before' to ‘after' the click. With two distinct visual environments, we saw a cast of characters transported from their everyday lives into a conceptual space defined by calm focus and a lack of distraction.  

To elevate the film further, and crystallise attention on the IRIS product itself, we employed the use of stunning CGI to demonstrate the ‘architecture’ of the product design; creating a dynamic ‘exploded view’ of the IRIS headphones being pieced together in real-time. 

Results

679% funding target exceeded

Lifestyle film with CGI emphasis on design and function

2 films as consumer touchpoints