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“The Score”

“The Score”

Michael Carnevale

Michael Carnevale

December 3, 2018

The largest musical score in the world was performed by, well, a car.

"It’s a musical performance. A feast for the senses. It’s beautiful to both watch and hear."

For more than 200 years, the pleasure of driving has been at the heart of Peugeot’s vision. So creative director David Martin Angelus of BETC Paris decided to pair an award-winning music composer with the awesomely pleasurable driving experience of its latest car. David gives us the scoop on the inspiration behind the campaign, how he and his team achieved it live, and the challenges they faced while shooting.


Who composed this score, and what was the inspiration?
RIOPY, a composer and pianist who’s worked on the music for trailers of such Oscar-winning Hollywood movies as The Danish Girl and The Shape of Water, composed the score for this campaign. When we brought the idea to him, he wanted to use this new car as an instrument to create something emotional and beautiful that symbolized the pleasure of driving the Peugeot 508.

How does playing a score in this spot highlight the technical capabilities of the PEUGEOT 508?
Both music and driving require extreme precision. The artistic performance we created was based entirely on the precision of the 508. The car was able to hit even the hardest musical notes thanks to the Peugeot i-Cockpit and its body welding reinforced by a structural bonding, which gives the car greater stiffness.

How does this story appeal even to those who aren’t professional musicians?
“The Score” is more than just an advert. It’s a musical performance. A feast for the senses. It’s beautiful to both watch and hear. Besides, there is something mesmerizing about watching a musician play his or her instrument perfectly. When the instrument is a car that you or I might own, we are, in a way, democratizing that feeling musicians get when playing music. A feeling of pleasure and control.

What goes into creating a film and score like this?
A lot of passion from the side of the client, the agency, and the production team. Months of hard work with lots and lots of people involved: engineers, technicians, and musicians.

It was a genuine technical challenge to bring this campaign to life, not only in creating a life-size replica of the musician’s original score with 1,890 meters of track, but in composing an emotional track that could actually be played by a car.

"There were moments that were extremely challenging. You need to think of a million things to create a successful live performance."

Did the team ever feel daunted by such a monumental task?
There were moments that were extremely challenging. You need to think of a million things to create a successful live performance.

Among the challenges we faced were, for example, RIOPY having to rework his track several times to make sure the notes he used were always close enough on the score so the car could play the track continuously.

He also had to practice a lot to hit the notes perfectly with the lasers mounted under the car—in one take. Let’s not forget that he’s not a precision driver, he’s a composer.

There were so many challenges, I feel like we could write a book about them.

Where can we find an official release of this track?
I believe an official release of the track on the Warner Music Ltd label is expected in the coming weeks.

Anything that you’d like to add, or that you feel I missed?
I encourage everyone to watch the “Behind the Performance” video. It’s really interesting to discover the performance from the eyes of RIOPY and all the other people who helped make this campaign happen.

"It’s a musical performance. A feast for the senses. It’s beautiful to both watch and hear."

For more than 200 years, the pleasure of driving has been at the heart of Peugeot’s vision. So creative director David Martin Angelus of BETC Paris decided to pair an award-winning music composer with the awesomely pleasurable driving experience of its latest car. David gives us the scoop on the inspiration behind the campaign, how he and his team achieved it live, and the challenges they faced while shooting.


Who composed this score, and what was the inspiration?
RIOPY, a composer and pianist who’s worked on the music for trailers of such Oscar-winning Hollywood movies as The Danish Girl and The Shape of Water, composed the score for this campaign. When we brought the idea to him, he wanted to use this new car as an instrument to create something emotional and beautiful that symbolized the pleasure of driving the Peugeot 508.

How does playing a score in this spot highlight the technical capabilities of the PEUGEOT 508?
Both music and driving require extreme precision. The artistic performance we created was based entirely on the precision of the 508. The car was able to hit even the hardest musical notes thanks to the Peugeot i-Cockpit and its body welding reinforced by a structural bonding, which gives the car greater stiffness.

How does this story appeal even to those who aren’t professional musicians?
“The Score” is more than just an advert. It’s a musical performance. A feast for the senses. It’s beautiful to both watch and hear. Besides, there is something mesmerizing about watching a musician play his or her instrument perfectly. When the instrument is a car that you or I might own, we are, in a way, democratizing that feeling musicians get when playing music. A feeling of pleasure and control.

What goes into creating a film and score like this?
A lot of passion from the side of the client, the agency, and the production team. Months of hard work with lots and lots of people involved: engineers, technicians, and musicians.

It was a genuine technical challenge to bring this campaign to life, not only in creating a life-size replica of the musician’s original score with 1,890 meters of track, but in composing an emotional track that could actually be played by a car.

"There were moments that were extremely challenging. You need to think of a million things to create a successful live performance."

Did the team ever feel daunted by such a monumental task?
There were moments that were extremely challenging. You need to think of a million things to create a successful live performance.

Among the challenges we faced were, for example, RIOPY having to rework his track several times to make sure the notes he used were always close enough on the score so the car could play the track continuously.

He also had to practice a lot to hit the notes perfectly with the lasers mounted under the car—in one take. Let’s not forget that he’s not a precision driver, he’s a composer.

There were so many challenges, I feel like we could write a book about them.

Where can we find an official release of this track?
I believe an official release of the track on the Warner Music Ltd label is expected in the coming weeks.

Anything that you’d like to add, or that you feel I missed?
I encourage everyone to watch the “Behind the Performance” video. It’s really interesting to discover the performance from the eyes of RIOPY and all the other people who helped make this campaign happen.

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