Bespoke Soundtrack Production - Enterprise Car Rentals

Role: Creative Strategist & Music Producer Client: Enterprise Car Rental

The "APP.TAP.GO" campaign was designed to introduce Enterprise Car Rentals’ new app-based booking experience, positioning the brand as agile, intuitive, and customer-focused. The challenge was to create a sonic identity that communicated these values while distinguishing Enterprise from competitors using stock music.

As creative strategist and music producer, I led the creative sound direction, developing a bespoke soundtrack that captured the campaign’s sense of simplicity, forward motion, and human connection.

The project aimed to differentiate the brand through custom sound design that reflected Enterprise’s evolving digital identity, enhance audience engagement across social and digital channels by crafting a soundtrack that matched the visual rhythm of the campaign, and replace library music with an original composition that could serve as a long-term audio signature for future marketing content.

The process began with collaborative consultations with the brand and agency teams to understand the campaign’s visual tone and audience engagement goals. We identified three core principles to guide the soundtrack: momentum, clarity, and approachability.

From these insights, we composed a bespoke score that paired rhythmic percussion and simplicity, reflecting the “app tap go” experience. Every sound choice was intentional, designed to enhance the visual pacing of the ad and communicate ease without sacrificing sophistication.

One challenge was translating a tech-driven concept into something emotionally engaging. This was solved by blending digital sound design with subtle analog tones to balance precision and personality. Another challenge was maintaining brand consistency across regional markets. Multiple soundtrack variations were delivered, tailored for different ad lengths and platforms while preserving a unified sonic identity.

Deliverables included the full-length soundtrack, shorter cutdowns for digital and social placements, and stems for future adaptive use. The track was mixed and mastered for clarity across diverse playback environments.

Following the release, Enterprise reported strong audience engagement, noting higher retention on video ads featuring the bespoke audio. Internal marketing teams praised the soundtrack for its modernity, brand fit, and repeat use potential. Enterprise’s internal marketing team praised the track’s ability to align with their global brand tone while providing a fresh, contemporary energy suited to digital audiences.

The APP.TAP.GO campaign successfully demonstrated how bespoke sound can elevate brand storytelling. This project highlights my ability to translate brand values into bespoke audio, demonstrating expertise in sound design, creative strategy, and brand storytelling. It showcases how tailored sound can elevate digital campaigns, enhance audience engagement, and establish a long-term sonic identity for a global brand.

Beyond this campaign, the collaboration set a precedent for integrating strategic sound design into Enterprise’s future marketing efforts, positioning audio as a vital component of their brand identity.