The Big Idea

 
Sonic Branding
Did you here that? It Sounds Like Click. Our new audio team just put together some amazing music for Atmosphere BBDO and their client, Cognizant. The projects called for the composing and mixing of four audio tracks with original music that would complement the Cognizant brand, while adding another dimension to the animated spots.

Directed towards uplifting orchestral classical music with a "moving forward" vibe, our tracks consisted of a classical orchestral samples containing individual notes; from samples performed in a large concert hall to achieve the realistic acoustics of such a venue, to the creation of genuine sound. Each piece went through multiple revisions to correctly parallel the pace of the story as it moves forward with an uplifting beat.

One spot, entitled 'The New Worker,' featured a musical joke that was meant to create a "fall apart" moment for dramatic pause. For the remaining tracks, we were given the opportunity to highlight our ability to create original music and match the expectations of a new brand through an exploration of classical music.

Our Senior Sound Designer / Mixer Brian Scibinico summed up the project nicely.

"I think we really nailed the feeling of being uplifting and modern, even though the instrumentation of the music is classical as opposed to say electronica, which might be a more expected direction for spots about the "modern worker. Going in unexpected directions is why I love jobs like this."
by admin / Dec 07, 2010