The Making of Chevy Detroit’s ASMR Experience
3 Minute Read
We produced an ASMR (autonomous sensory meridian response: a sensory phenomenon that occurs in response to low-volume audio stimuli, comprising a tingling sensation in the scalp, and sometimes including the neck or the back along the spine, along with a trancelike state of deep relaxation) video featuring the Chevy Silverado.
When producing and directing, we were tasked with balancing the vehicle’s boldness with the calming, sensory-driven experience that defines ASMR. The challenge here is to focus on the subtle sounds that people find soothing, like the soft click of a door handle, the subtle sounds of all the interior buttons, or the smooth creak of the leather seats. Capturing these sounds in a large studio space requires meticulous planning and absolute precision. The key to success is eliminating all background noise while ensuring every delicate sound is recorded clearly and intimately, which is no easy feat in an open space designed for vehicle production.
The studio setup for an ASMR shoot is far more intricate than a typical commercial. We needed to acoustically treat the space, using soundproofing materials where we could to dampen any unwanted echoes or reflections. Specialized microphones were essential for capturing these subtle details, placed as close as possible to the sound source. For instance, recording the satisfying thud of the tailgate closing required careful mic placement, while capturing the quiet hum of the engine demanded a different approach. The size of the Silverado posed additional challenges—its sheer scale required us to be flexible in how we positioned our sound equipment to capture the full auditory experience.
Maintaining silence on set was critical. Even the smallest noise, like a creaking floor or a crew member shifting, could disrupt the delicate ASMR soundscape. To prevent any interference, we enforced strict noise control throughout production. Everyone on set moved cautiously, and equipment was positioned to avoid unnecessary noise. Even ventilation systems were turned off during takes to maintain complete silence. This level of attention to detail was crucial in making sure the audio captured every nuance of the Silverado’s features without disruption. While visuals were secondary, we worked hard to ensure the lighting was soft and minimal, enhancing the truck’s sleek design while complementing the soothing sounds.
In pre-production, we carefully mapped out every sound we wanted to capture—from the opening of the tailgate to the roll of the tires on the floor. These movements were rehearsed to ensure they contributed to the sensory experience in a deliberate and thoughtful way. We set up microphones and cameras in a way that allowed us to capture the Silverado’s sound from different angles, adding depth to the auditory experience. This planning ensured that by the time we reached post-production, we had all the material we needed to create a rich, immersive video.
Post-production is where the video truly came to life. We meticulously edited the audio, enhancing certain frequencies to create a heightened sense of immersion. Any unwanted noise was removed, allowing the viewer to focus solely on the soothing sounds of the Silverado. We also balanced the sound to flow smoothly, creating an experience that feels natural and calming. By amplifying key sounds—like the door closing or the engine’s gentle hum—we created a connection between the viewer and the vehicle that went beyond just seeing or hearing. They felt the experience.
When we posted the video on social media, the response was overwhelmingly positive. ASMR has a unique appeal, especially when it’s applied to something unexpected like a truck. People reacted strongly to the sensory elements, with many commenting on how calming the sounds were. The video tapped into the psychological effects ASMR has on people, helping them relax, focus, or even feel a sense of nostalgia. The success of the post was driven by the emotional response ASMR elicits; it taps into something primal, a feeling of being cared for or at ease.
The video’s success also reflected the power of blending something as traditionally rugged as a Silverado with the gentle, soothing qualities of ASMR. The contrast between the two caught viewers’ attention, but it was the detailed sound design that kept them engaged. As more people continue to engage with ASMR content online, we saw this post become a standout success, driving engagement beyond traditional automotive content. The soothing, sensory-driven experience gave viewers a different kind of connection to the Silverado—one that went beyond the usual features and performance specs and into a more emotional, immersive experience. It’s a testament to how ASMR, when done right, can tap into a deeper, more personal level of engagement with an audience.
