SiriusXM Launches Multi-Platform National Brand Campaign “Closer”

The national campaign showcases how SiriusXM brings listeners closer to what moves them and debuts with powerful new film directed by Kim Gehrig and unique fandom-focused out-of-home

March 8, 2024 – New York, NY – Today, SiriusXM unveiled a new, national multi-platform brand campaign, showcasing how SiriusXM brings listeners closer to what moves them. Developed in collaboration with agency of record, Uncommon Creative Studio, the national campaign follows the unveiling of SiriusXM’s brand refresh in late 2023, and is a continuation of SiriusXM’s work to welcome in new audiences while super-serving its listeners.

“At SiriusXM we are passionate about audio. Our ‘Closer’ campaign features powerful, emotive and iconic creative showcasing the role that SiriusXM plays in people’s lives and is a celebration of the power of audio,” said Suzi Watford, Chief Growth Officer at SiriusXM. “As we look to connect with the next generation of SiriusXM listeners, we’re focused on telling stories of how we bring listeners and fans closer to what moves them. We’re extremely proud of how that message comes through in this campaign, and how we are able to reflect the stories we hear from listeners and their passion for what we do.” 

To kick off the campaign, SiriusXM unveiled “A Life in Sound," a new short film directed by Emmy award-winning director Kim Gehrig, on SiriusXM social channels, a cut of which will air on national television in the US during the 2024 Oscars. The piece follows a woman dancing as she moves through different phases and milestones of her life while listening to a wide variety of songs and interviews that each have a unique place on SiriusXM, emphasizing the breadth and depth of audio experiences available on the audio entertainment service. By showcasing a life in sound, the creative highlights how SiriusXM brings listeners closer to what they love and what moves them throughout their lives.

“‘A Life in Sound’ celebrates the real, universal, and uniquely human experience of being moved by the audio you love. One film. One woman. Dancing through the different chapters of her life. It is the truth of the SiriusXM experience captured in film,” said Nils Leonard, Co-founder at Uncommon Creative Studio. “And as a creative studio, we were honored to have the opportunity to capture and share that magic.”

The Company’s vibrant out-of-home (OOH) campaign spotlights three growing genres across the SiriusXM portfolio—hip-hop, country, and sports. The scenes capture the passion and power of these fandoms and how SiriusXM invites listeners into these communities. Crowds surround a listener in each genre, who is unphased by the madness unfolding around them, as they tune in to their favorite channel on SiriusXM. Shot by renowned photographer and filmmaker Gabriel Moses, the campaign also features SiriusXM subscribers and super-fans of these genres across static and motion OOH on digital and in New York, Los Angeles, Nashville, Boston, and Atlanta, as well as in digital-first behind-the-scenes content and interviews with SiriusXM hosts.

“Closer” follows the success of several early works by SiriusXM – including the Guest DJs and showstopping “Metal Sweater” campaigns as well as the rollout of SiriusXM’s refreshed brand identity and new logo – all following the audio entertainment company’s launch of its next generation streaming app in December 2023. Each piece brings to life the Company’s brand platform and key differentiators, highlighting SiriusXM’s ability to take fans deeper into their passions and connect with audio’s top talent and rising stars. This is expected to continue throughout 2024 and beyond, with a new, audio-focused iteration of the “Closer” campaign launching in the coming weeks, highlighting the diverse slate of voices that fill SiriusXM’s airwaves each and every day.

For creative assets from the “Closer” campaign, including the full-length short film, click here.


  • Client: SiriusXM
  • Creative Studio: Uncommon

“A Life in Sound” Film

  • Production company: Somesuch
  • Director: Kim Gehrig
  • Co-Founder: Tim Nash, Sally Campbell
  • Managing Director/Executive Producer: Seth Wilson
  • Producer: Arlene McGann
  • DOP: Chayse Irvin
  • Choreographer: Denna Thomsen
  • Production Designer: James Chinlund
  • 1st AD: Kate Greenberg
  • Costume Designer: Jennifer Johnson
  • Key Makeup: Jorjee Douglass
  • FX Makeup: Mara Rouse
  • Key Hair: Vanessa Price
  • Editor: Tom Lindsay @ Cosmo Street
  • Post-production: Blacksmith
  • VFX Supervisor: John Shirley
  • Flame Ops: John Shirley, Lou Schachte
  • Compositors: Jason Heinze, Remedy Jeannie, Dylan Nett, Andrew Emmerson
  • Producer: Therese Mayer
  • Colourist: Mikey Pehanich
  • Colour Producers: Dan Butler, Adam Vevang
  • Sound & Music: Soundtree
  • Music Supervisors: Jay James, Neil Athale
  • Music Production and Additional Composition: Peter Raeburn Luke Fabia, John Mourounas
  • Music and Sound Research: Colin McIhagga, Ali Schiel, John Mourounas, Gabriel Firmin, Christina Orchard, Olly Wells, Luke Fabia
  • Sound Design & Mix: Henning Knoepfel
  • Additional Sound Design: Jack Patterson, Graham Norman
  • Soundtree CCO: Peter Raeburn

“Superfan” Out-of-Home

  • Photographer & Director: Gabriel Moses @ Concrete Rep
  • Stylist: Gerry O’Kane @ Concrete Rep
  • DOP: Jake Gabbay @ WPA
  • Casting Director: Six Wolves
  • Movement Director: Sigrid Lauren @ Streeters
  • Hair Stylist: Mideyah Parker @ Bryant Artists
  • Make-up artist: Michaela Bosch @ Bryant Artists
  • Set Design: Jack Flanagan @ Streeters
  • Production company: Concrete Rep & Pony Projects
  • Retoucher: The Hand of God
  • Editor: Joseph Taylor @ TRIM
  • Grade: John Alexander Lowe
  • VFX & Online: Studio Private
  • Media agency: Horizon Media

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About Sirius XM Holdings Inc.

SiriusXM is the leading audio entertainment company in North America with a portfolio of audio businesses including its flagship subscription entertainment service SiriusXM; the ad-supported and premium music streaming services of Pandora; an expansive podcast network; and a suite of business and advertising solutions. Reaching a combined monthly audience of approximately 150 million listeners, SiriusXM offers a broad range of content for listeners everywhere they tune in with a diverse mix of live, on-demand, and curated programming across music, talk, news, and sports. For more about SiriusXM, please go to:

About Kim Gehrig

Kim Gehrig is a director. Australian born, London based. She brings a refreshing combination of honesty and wit to her work. She has made her name in commercials and music videos winning awards including Cannes Lions, D&AD pencils, BTAA arrows and a UKMVA music video award. Her background includes studying at Central St Martins and working at Mother. 

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Source: SiriusXM

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