Cos's recent online film, The Sound of Cos doesn't shout so much as whisper quality in a way that makes the viewer lean forward and pay attention, not wanting to miss out on a single clever little trick.
I am reminded of a noisier category and the compelling sequence of events and sounds in Honda Cog and Choir. Multi sensory pieces of communication that we have found it hard to forget.
We are very used to seeing clothing brands and sometimes feeling them, but we seldom hear them. Cos has probably quite rightly recognised that the actual sound of a button being done up, delivered straight, is not the stuff of televisual dreams. However by adding the artistic layer of two enigmatic sound designers performing their magic they have managed to make a small but very elegant piece of theatre.