Amp Sound Branding, Music / Sound,

Description

This video demonstrates Mastercard's sonic branding strategy, emphasizing inclusion and trust through a sonic DNA. It begins with an animation of the Mastercard logo’s overlapping circles that morph into sonic waves. The video displays a DNA-like spiral made of particles in tones of red and orange, highlighting brand melodies, harmonies, voice, sound attributes, riffs, and instruments. It features diverse groups of people in outdoor urban settings, with sunlight creating silhouettes and backlighting. It also shows the Mastercard digital platform with search results, instrumental tracks, and filter options for musical feel, instruments, and genre. Hands are shown playing instruments, underscoring the creation of music and the brand's sonic identity.