hike and Brain Tank's 'Touch the Sound' film campaign uses sound-responsive bubble visuals to transform emotion into a physical audiovisual experience in
ARCHIVEhike and Brain Tank Make Emotions Visible in Touch the Sound
hike's 'Touch the Sound: How we turns emotions into music!' is a 2025 Ukrainian alcoholic drinks film campaign, created by Brain Tank, Kyiv, that visualises emotion as a physical audiovisual phenomenon by depicting bubbles responding dynamically to sound waves, making rhythm and feeling tangible on screen.
Published on April 15, 2025, the campaign comprises a single film asset and represents a deliberate departure from conventional beverage advertising in Ukraine. Rather than anchoring the brand in product shots, occasion triggers, or lifestyle tableaux, the creative positions hike at the intersection of sensory experience and artistic experiment. Sound, the campaign proposes, is not simply heard — it is felt, seen, and lived. The bubbles that define the film are not incidental; they are the central mechanism through which the brand's emotional proposition is communicated.
Brain Tank, a Kyiv-based MarCom agency, conceived and executed the work as what the agency itself describes as an audiovisual experiment. In the context of Ukraine's advertising landscape in 2025 — where creative ambition continues despite extraordinary external pressures — the campaign signals that the hike brand is pursuing cultural and artistic relevance, not merely category visibility. The Clapboard Score for this campaign is 63 out of 100, reflecting the strength of its conceptual premise and production craft against the absence of documented measurable results.
In the Ukrainian market, alcoholic drinks advertising operates within a complex regulatory and cultural environment, making emotionally resonant, non-literal creative executions a strategically sound approach for brands seeking to build lasting brand equity rather than short-term promotional cut-through. hike's choice to invest in a single, precisely crafted film asset rather than a multi-format campaign underscores a commitment to depth over breadth.
hike has a documented history of rejecting category conventions. According to reporting on Marketer Ua and alcofan.com, the brand's 2018 'Farewell to Boring Beer' campaign — created by BBDO Ukraine — deliberately discarded the visual language of hops, mills, and barrels in favour of a minimalist, expressive identity built around the slogan 'dream it, do it, hike it.' That foundational creative decision established hike as a brand willing to trade literal product communication for emotional and cultural positioning, a stance that 'Touch the Sound' extends into 2025.
The strategic insight driving the 2025 film is straightforward: in a crowded alcoholic drinks market, sensory differentiation creates stronger brand memory structures than product-led messaging. By making sound and emotion visible through the behaviour of bubbles — an element intrinsic to many alcoholic drinks categories — Brain Tank connects an abstract emotional claim to a concrete, category-relevant visual metaphor. The result is a piece of brand communication that feels specific to hike without depending on explicit product exposition.
In Ukraine, the alcoholic beverages segment operates within a competitive field that includes established domestic players as well as international imports across beer, cider, spirits, and ready-to-drink formats. hike's precise subcategory has not been established in publicly available documentation, but its positioning as an expressive, culturally minded brand places it in direct competition with craft-oriented and premium-adjacent alternatives that similarly target younger, experience-driven consumers. The global alcoholic beverages market is a growing market, with multiple research firms including Grand View Research and Fortune Business Insights projecting sustained annual expansion through the early 2030s, and Ukraine participates in these broader consumer trends despite its unique market conditions. Brain Tank's approach for hike in 2025 prioritises the kind of emotional brand-building that research consistently links to long-term market resilience.
Creative director Andrii Franchuk leads the 'Touch the Sound' production, with copywriter Illia Bozhko shaping the verbal and conceptual framework, motion designer Yaroslav Sidnyak responsible for the film's defining audiovisual sequences, and junior designer Tata Grand contributing to the overall visual identity of the work. PR lead Ruslana Kostrytsia and project manager Valeria Kychko complete the documented Brain Tank team.
The film's central creative mechanism is the dynamic visualisation of sound waves interacting with bubbles, a VFX-driven approach that transforms an abstract sensory concept into something spatially and physically legible on screen. Yaroslav Sidnyak's motion design work is the technical and aesthetic spine of the piece: the bubbles do not simply float or burst in expected patterns but respond with apparent physical intelligence to rhythm and frequency, creating the impression that emotion itself has mass and motion. This is the kind of craft decision that separates a conceptual exercise from a genuinely immersive film experience.
Andrii Franchuk's creative direction holds the work to a consistent tonal register — contemplative rather than euphoric, precise rather than chaotic — which gives the VFX sequences room to breathe and accumulate meaning rather than overwhelming the viewer with spectacle. Illia Bozhko's copywriting contribution, while not foregrounded in the film's visual grammar, provides the conceptual language — emotion as music, touch as frequency — that anchors what could otherwise be purely decorative motion graphics in a coherent brand idea. The decision to produce a single film asset, rather than a suite of executions, reflects a directorial confidence in the idea: one fully realised expression, rather than several partial ones. For a Ukrainian agency producing ambitious audiovisual work in April 2025, that confidence is itself a creative statement.
ARCHIVENo verified performance data for 'Touch the Sound: How we turns emotions into music!' is publicly available. No sales lift, market-share movement, brand-tracking data, reach figures, engagement metrics, or conversion statistics have been reported by hike, Brain Tank, or any third-party source at the time of publication. The Clapboard Score of 63 out of 100 reflects this absence, balancing the campaign's genuine creative and conceptual strength against the lack of documented effectiveness evidence.
Structurally, the campaign demonstrates several characteristics associated with durable brand-building work. The use of a single, highly crafted film asset concentrates creative investment rather than diluting it across formats, a discipline that tends to produce stronger brand memory encoding when the central idea is sufficiently distinctive. The audiovisual metaphor — emotion made visible through sound-responsive bubbles — is both category-relevant and emotionally open, allowing different audiences to project personal meaning onto the work rather than receiving a prescribed message. This quality of openness is a marker of creative longevity.
Brain Tank's decision to pursue an experimental audiovisual register rather than a conventional narrative or product-demonstration format positions 'Touch the Sound' as a piece of brand culture rather than a piece of brand promotion. In the Ukrainian market, where brands that have invested in cultural relevance over time have demonstrated greater resilience, this orientation carries strategic logic that extends beyond any single campaign cycle. Whether hike realises that potential depends on the consistency with which the brand continues to invest in this creative direction.
hike's 'Touch the Sound' is a 2025 Ukrainian film campaign created by Brain Tank that visualises emotion as a physical audiovisual experience. Bubbles respond dynamically to sound waves on screen, translating rhythm and feeling into visible motion. It was published on April 15, 2025, and represents a single, precisely crafted film asset.
Brain Tank, a Kyiv-based agency, created the campaign. Creative director Andrii Franchuk led the work, with copywriter Illia Bozhko, motion designer Yaroslav Sidnyak, and junior designer Tata Grand among the core team. PR lead Ruslana Kostrytsia and project manager Valeria Kychko also contributed to the production.
hike's 'Touch the Sound' receives a Clapboard Score of 63 out of 100. The score reflects the campaign's strong conceptual premise and production craft, particularly Yaroslav Sidnyak's motion design and VFX work, balanced against the absence of any publicly documented performance or effectiveness metrics for the Ukrainian market.
hike has consistently rejected category conventions since at least 2018, when BBDO Ukraine's 'Farewell to Boring Beer' campaign introduced a minimalist identity and the slogan 'dream it, do it, hike it,' according to marketer.ua. 'Touch the Sound' extends that emotionally driven, non-literal creative strategy into 2025 through a new experimental audiovisual format.
Brain Tank uses sound-responsive bubble visualisation as the film's central VFX mechanism. Motion designer Yaroslav Sidnyak's sequences show bubbles reacting with apparent physical intelligence to rhythm and frequency, creating the impression that emotion has mass and motion. The approach is category-relevant, connecting the visual metaphor directly to the nature of the hike product.
No awards and no verified performance data for 'Touch the Sound' are publicly available at the time of publication. No sales, reach, engagement, or brand-tracking figures have been reported by hike or Brain Tank. Structurally, the campaign's single-asset discipline and emotionally open creative concept are consistent with durable brand-building practice in Ukraine.
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