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Cummins&Partners Merges Opera With Alfa Romeo for Fiat Chrysler Australia, 2 years, 4 months ago

The agency is set to launch ‘The Performance Piece’ in celebration of Alfa Romeo’s 105th anniversary

Cummins&Partners Merges Opera With Alfa Romeo for Fiat Chrysler Australia

The performance sees an opera singer effectively sing a lap of a racetrack, perfectly replicating the exhaust note of the Alfa, her sheet music – the tachometer of the Giulietta QV TCT.

Ben Couzens, co-executive creative director at Cummins&Partners said: “Sometimes the best concepts are the ones that make you scratch your head and ask, “This is cool but is it actually possible?”

Partner Jim Ingram concludes, “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.”
Andrew Rovenko, creative technologist explained, “It’s a beautifully simple idea. To execute it, we have used existing technology in a completely new way. Using an on-board diagnostic interface, live data from the tachometer of the car was transmitted via Bluetooth to an application on a phone in the glove box, then the phone’s screen was mirrored via a 4G data connection to a tablet, which was referenced by our opera singer as sheet music.”

Ashlin Moore, senior advertising manager said: “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands”.

The Performance Piece will roll out as an online content piece supported by TV, digital, PR, point-of-sale and in-dealer events.


Advertiser: Fiat Chrysler Australia

Chief Executive Officer: Pat Dougherty

Director of Marketing: Zac Loo

Senior Brand Manager : Ashlin Moore

Senior Manager Marketing: Stephanie Hegerty

Creative Agency

Creative Agency: Cummins&Partners

Creative Technologist: Andrew Rovenko

Designer: Jacob Redding

Digital Creative: Maurice Moynihan

Digital Creative Director: Sang-wun Kim

Executive Creative Directors: Jim Ingram & Ben Couzens

Group Account Director: Magdalina Triantafyllidis

Planning Director: Theo Erasmus

Producer: Katherine Muir

Senior Account Manager: Nikia Shepherd

Senior Art Director: Aaron Lipson

Senior Copywriter: Chris Ellis

Senior Designer: Rowan Hammerton

Music and Sound

Producer: Tony Le

Sound Engineer: Paul Baxter

Sound Production: Risk Sound


Editor: Ryan Brett

Producer: Grace Taylor

Post Production / VFX

Post Production House: Manimal

Production Company

Director: Christopher Tovo

Executive Producer: Jason Byrne

Producer: Tom Davies

Production Company: Guilty

Category: Automotive , Cars

Genre: Creative technology , Luxury , Music performance , Strategy/Insight