HeyJaredHeard Mentality
How Audio Moves Minds & Markets. Heard Mentality explores how the world’s most creative brands and minds use sound to make people feel, think, and act.
- Indexed episodes, last 90 days
- 4
- Latest publication
- Sep 15, 2026
- Audience
- Checking…
- Earliest in this view
- Jul 6, 2026
Latest episodes
Inside Brand Australia's Sonic Identity (opens the original)
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How do you make an entire country sound like itself? Brittney Rigby sits down with Sarah Holder (Head of Communications, Marketing and Engagement, Austrade) and Nick West (Co-Founder and Creative Strategist, Smith & Western) on building the first sonic identity for Australia's Nation Brand. They get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird be
Making Waves: The Sonic Strategy Behind Carnival’s ‘Play Away’ (opens the original)
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In this episode of Heard Mentality, Carnival Cruise Line and Innocean reveal how they turned up the fun — and the volume — with the cruise line’s latest campaign, Play Away. From brilliantly dry voiceover delivery to immersive sound design and Carnival’s unmistakable ship horn, the campaign was built to transport Australians from the daily grind to holiday mode in seconds. It’s a masterclass in making audio more than an afterthought — and creating sonic assets that sail straight into people’s me
The Sound of Being Brave (opens the original)
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Pizza Hut's staff can't say the brand's name in the office anymore. They sing it. That's what a sonic asset does when it's working. Toyota has known it for decades: every brief there now starts with the same two questions. What are we doing with the sting, and what's the music? Brittney Rigby sits down with Nora-Kate O'Connell (CMO, Pizza Hut Australia), Evan Roberts (co-founder and CCO, Tightknit Studio) and Piero Ruzzene (ECD, Saatchi & Saatchi). They get into the decoy scripts written deliber
What good work sounds like (opens the original)
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What does great creative actually sound like? Brittany Rigby sits down with two of Australia's top creative leaders, David Fraser (CD, BMF) and Jeremy Hogg (National ECD, M+C Saatchi), to talk trust, taste, and the craft of audio in an industry obsessed with the shiny and the new. They get into keeping humans at the heart of the work, the "theatre of the mind" that makes radio so powerful, why audio still gets treated as an afterthought (and why it shouldn’t be!), knowing when an idea sounds rig
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