Building on the foundations laid in our first chapter — where BOSE was positioned as both a discoverer and co-producer of musical talent — this second chapter of our collaboration explores the idea of “arrival” in two forms:
A new product on the market, and a new voice to spotlight.
With FNAC as a key partner, we pursued our mission to humanize technology and amplify talent by designing two creative activations at the intersection of brand storytelling, music culture, and retail innovation.
Bose Open Ear Buds: When the Product Becomes the Talent
Following the storyline we initiated with AFFA and Kyma in Chapter 1, we continued to humanize the BOSE brand — this time by placing the product itself in the spotlight. With the launch of the BOSE Open Earbuds, a technological innovation with a distinctive design, we wanted to introduce this new arrival not just as a piece of audio equipment, but as a wearable lifestyle object, seamlessly integrated into everyday moments.
The objective
highlight the unique positioning of the BOSE Open Earbuds by extending our narrative with Alpha and Kaima — this time emphasizing product versatility and lifestyle accessibility, without compromising on innovation.
Our strategic Approach
We shifted the focus from the artist’s universe to their real-life routines, capturing how the product fits naturally into diverse moments: working out, getting dressed for a night out, commuting, etc.
The goal was to create brand content that was both dynamic and aspirational, allowing consumers to project themselves into the story.
Digital activation
– 1 photo shoot tailored for retail and digital rollout
– 2 master video portraits (one per artist) used across:
- Paid digital marketing (Instagram, Meta, YouTube)
- In-store screen content across FNAC & Darty locations
Nouvelle Scène Bose by FNAC : When Discovery Becomes Real
From the start of our collaboration, we framed BOSE as a talent scout with cultural legitimacy.
In this second chapter, we took that narrative further by launching a nationwide call for emerging artists, in partnership with FNAC and championed by acclaimed artist Franglish.
The idea was to combine music-driven storytelling with retail experience, reinforcing BOSE’s role in the cultural landscape — beyond product.