Revisiting our role as the music of Chinese New Year for the world’s most iconic luxury equestrian brand, we composed a galloping, elegantly minimalist piece that floats on air.
For the 2026 campaign, Hermès transformed its stores and websites into a dreamscape for horse-lovers. Following the success of our collaboration on their psychedelic 2025 Chinese New Year campaign, the maison returned to us to find a new sonic pulse—one for a horse that doesn’t just trot, but floats.
The brief was a beautiful contradiction. They wanted minimalism with a strong rhythm; a joyful mood but not "crazy joy"; a modern and elegant tone that remained emotional and celebratory. Reflecting the brand at large, we sensed they wanted a piece that looked forward while remaining linked to tradition, nature, and sensitivity.
On a nylon acoustic guitar, we developed a quickly arpeggiated "galloping" pattern that provided forward momentum—more of a fluttering wing than a pounding trot.
As the horse hitches its ride, the music follows suit. We introduced delicate, high-frequency elements like light reflecting off silk, buoyed by a cloud of heart-tugging strings and high-flying, tinkly bells.
Scaling this for a global campaign required producing dozens of assets for various formats, all of which were variations on the original guitar, strings, and bells piece.
