This story covers a lot of ground in a short time. From a sound point of view it was really important to establish a very real physical world, and then move it around, breaking up the viewer's sense of space to convey the material world merging with the virtual. We focussed on sounds evocative of passing through thresholds, accentuating camera swoops and spins with filter sweeps and the sounds of bicycle gears. To get the right grit and texture of the gravel racing, we recorded cyclists on dirt roads in the mountains. To convey the feel of 2022 East Africa, we combed through days of footage and cut in snippets of peoples’ voices, cars, insects, and roosters. Everything was mixed with an ear for keeping the soundtrack coherent and cinematic, a story of converging worlds and breaking barriers.

Following a group of East African cyclists, Meta's 'Amani' commercial tells a story of achieving the impossible with the assistance of groundbreaking technology. The commercial is a powerful reminder of the potential that technology has to bring people together and to break down barriers that once seemed insurmountable. With stunning cinematography and a poignant soundtrack, the Amani commercial for Meta is a celebration of the resilience and determination of the human spirit, and a reminder that when we connect and support one another, anything is possible.

The Meta "Amani" commercial captures the spirit and energy of an East African cycling team. The technology advertised enables athletes like Team Amani to train in new ways, improving their chances to compete against big league cyclists and show their talent to the rest of the world. The spot uses prototypes and depictions of future technologies that arose from discussions with Meta to paint a picture of how VR, AR and other metaverse tech could be implemented in new, fully immersive sporting experiences without the need to travel as an athlete or spectator. This spot had a huge social impact, in that it really showcased the inspirational and motivational spirit of the Amani Team. The ad showed how the product can act as a conduit to achieving one's dreams.