Edge of Sound

This campaign repositions the Tesla Cybertruck through a cultural lens, transforming it from a purely automotive object into a symbol of radical design, sonic energy, and underground expression. The creative solve speaks directly to this mindset by stripping away conventional advertising and presenting the Cybertruck through an editorial, art-forward lens. Paired with the underground credibility of Boiler Room, the campaign positions the truck as a sonic instrument transforming it into a mobile DJ booth and turning remote landscapes into intimate, off-grid music experiences. The visuals avoid polish or corporate gloss; instead they offer cinematic tension, brutalist minimalism, and moments that feel “caught,” not staged.