The INDEX Media Case Studies:
THE SOUND OF HUAWEI PURA 90
How we turned the Pura 90 palette into a summer anthem.
THE OBJECTIVE:
Write a song that wears a flagship badge.
Summer energy: Young, trendy, impossible to ignore but polished enough to carry a flagship.
PURA front and centre: The brand name lives inside the hook, not in a footnote at the end.
Make the colours sing: Every shade earns its own line, its own mood, its own reason to be there.
THE CHALLENGE:
Turning the palette into a chorus.
Orange Ocean
Orange Soda
Guava Soda
Blush Gold
Easy? (It was not easy. But that’s the fun part.)
THE APPROACH:
We started in the room, not in the studio.
Melody before message.
After sitting down with the Huawei team and dissecting the brief, the producer built the vibe first, bright, breezy, the kind of tempo that makes you tap the table without noticing.
Then NotSoHuman took the pen.
Four colorways went in. A hook came out. PURA got repeated just enough times to move
in rent free.
THE SOUND:
A chorus built for call and response; with a clap you’ll do before you decide to.
Each verse hands a colour its own moment:
Four colorways. One chorus.
Sing along, clap along, colors all the way. That was the whole point.
THE TAKEAWAY:
Great campaign music doesn’t describe the product. It sounds like it.
Pura 90 is fresh, loud and unapologetically colorful, so the track is too.