Home Gallery Interactive (video) Volkswagen / Discovery Channel Sharks Rescored How Scary Are Sharks? VW Explores How Music Could Change Our Minds Shark Week Site Lets You Toggle Between Two Scores Using Your Eyes Published on Jul 09, 2015 Editor's Pick For Discovery Channel's Shark Week, Volkswagen is exploring how our perceptions of sharks are highly influenced by music. Ever since Spielberg's "Jaws," menacing music has become synonymous with footage of sharks. But in an interactive experience created by Deutsch L.A., VW asks what if the music were different. In partnership with Discovery, composer J. Ralph and marine biologist Luke Tipple, it created a new score for sharks and recorded it at Abbey Road Studios with an orchestra featuring Grammy Award-winning violinist Josh Bell. In the Sharks Rescored interactive experience, fans control the music experience with their eyes using eye-tracking technology, to see shark footage scored with both menacing music and the new score. Toggling between both scores, the experience highlights how music influences our perceptions of sharks. So what, you might ask, has this got to do with cars? Well, Volkswagen says changing our perception of sharks ties in with its own efforts to change our perceptions of wagons, with the launch of its new Sportswagen. Except for the fact that cars don't bite, we think it's a nice angle. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateJul 09, 2015Agency:Deutsch - L.A. Client:Volkswagen / Discovery Channel Tagsautomotive CategoryWebsite Industryautomotive Latest Creativity News on Ad Age Creativity Top 5: The Best Brand Ideas of the Past Week English and Gartrell Join Deutsch, AKQA Hires Uttley Anomaly Taps Award-Winning Creatives on Dove, Burger King to Lead L.A. Office Related work Angel Soft: Happy Single Parent's Day Deutsch - L.A. Taco Bell: Naked Chicken Chalupa - The Council For Eating Fried Chicken The Same Way You Always Have Deutsch - L.A. Target: What a Lunch Box Did for Me Deutsch - L.A.