Campaign Composure
Music is the glue that holds it all together; it’s the guide that takes you through the images as they are intended to be experienced. The wrong tone or sound can wash out the emotional impact of even the most moving footage.
FOR THESE WELL-ESTABLISHED CLIENTS’ VIDEOS, PASTING IN STOCK TRACKS OR LICENSING EXPENSIVE POPULAR SONGS WASN’T GOING TO CUT IT. SO WE DITCHED THE MIDDLE MAN AND DID IT OURSELVESVARSITY SPIRIT - RETAIL
Varsity Spirit is here to show that cheerleading is more than pom-poms and football. In these spots, we used original tracks tailored to each shoe to draw out their individual personalities.
The sport’s intensity and athleticism are showcased here. A vision for each shoe’s personality emerges from the distinct images and music that accompany it. SHOE → NAME → PERSONALITY → DANCER → VIDEO → MUSIC
In the beginning, each shoe was designed with a use in mind. Then it was given a name that expressed a personality inspired by that use of the footwear. From there, dancers that best represented those traits were identified, and the campaign was shot.
A normal campaign would end there; the footage would be edited down and paired with some best-fit, stock track, but we were after something else. With a deeply investigated feel for who these shoes were meant to fit, we walked our rough cut over to some producer friends and let them work their magic.A41
energetic, durable, universalAll For One is a shoe intended for the whole team. It’s the everyday training shoe used on the field and in the street. For this shoe, we needed a song that got you off your feet, eager to jump up, & join in.
Poppy synths and glitchy high hats tease out a beat that builds seamlessly into a fun drop. It’s sorta like landing a front flip. ASCEND
ultramodern, elegant, simpleAscend is a step up. It takes you higher. It’s a shoe for the serious athlete who could care less for the frills. She just needs a clean shoe that gets the job done. Supported by a mystifying track, Ascend hits you with beautifully haunting vocals and a skeletal drum pattern laid over synthesized strings. Its ethereal atmosphere brings its soaring, focused namesake to life.
MIZA
unique, fun, freshShoes are the essential tool for every athlete. As the customizable shoe, Miza is yours to design. So why not make them unique to you? Miza is one of a kind, and so is its exciting and uplifting track. Layered, fuzzy synths beckon you to fall in as the drumline meets the drum machines. It’s a track that invites you to jump in and add your own flair.
V4S
excellent, committed, distinctiveThe V4S is for the dedicated athlete who trains harder than the rest of the pack and will go to any length to reach her goal. Powerful horns and a relentless drum track fully embrace the sport’s marching band roots. A single, scrambled, striving vocal is threaded through the pulsing work ethic of the horns and the beat before losing itself in the athlete’s ambition.
CBHS - EDUCATION
CBHS’ Capital Campaign spots capture the hearts of alumni and families with a bracing score. Images of boyhood are moved along by a voice from the past, and the cinematic approach is achieved through the carefully considered music that elevates these shared memories into miniature movies.
We handed off a final cut to our producing partners, and they brought the footage to life with these distinct scores. As the tracks echo the introspective nature of the voice-overs, each video reminds alumni of the teachers & programs that shaped them... and perhaps coaxes out a few tears along the way. Give Back to Arts takes you back to band class with a familiar, cinematic sound that builds into a modern, artful piece aimed straight at the heart.
This spot centers on a singular memory of the school band, but it addresses a universal experience for the entire arts program. An intense, taut string section declares itself, then the score settles into a soft, expansive sound that resonates like a warm memory as the story comes to an end.
ATHLETICS
Give Back to Athletics begins with the ambiance of a locker room before the big game, and after a dramatic build-up, it moves into a rallying cry that brings a rush of nostalgia to former alumni athletes.
The track starts tense, airy, and contemplative, as it evokes the atmosphere of an athlete preparing to compete. Horns begin to punch the air. The drums start to roll in. Before you know it you’re on the field, propelled by the marching band. This is what it feels like when the right score has the power to transport the viewer into the world we’ve built for them.BALLET MEMPHIS - NON-PROFIT
Ballet Memphis needed a campaign to launch their 2019-20 season, and with a theme like “Ballet is Memphis” the best way to drive it home was with some great music. So we needed a finished piece that could serve as our screenplay for the shoot. But where to find the right composer? Lucky for us, she already works here...
We created a classical score, written & performed in-house, by mixing rhythm and strings to give the ballet a modern edge. We took dancers outside and shot them all over the city. And when you combine the essential sound of ballet with a hip-hop beat, you cannot escape that Ballet is Memphis. PROCESS
Having a musician on staff comes in handy.
By choosing the key of B minor, as a nod to Ballet Memphis itself, our composer started with sparse pizzicato under layered legato melodies. Keeping it simple was key, so after weeding out a secondary melody, we were ready to book the studio and musicians.
