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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
MUSIC + SOUND CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 TOP THIS OBSCURE PREMISE OFF with an all hearing, all seeing owl logo (his name is Bernard) and you have a rising audio company work- ing with the advertising, television and music industries to deliver orig- inal composition and both tradi- tional and experimental sound design. UV also acts as a music researcher, licensor, pseudo record label and publisher. "I've always been intrigued by the idea of the uncanny valley. . and it just rolls off the tongue really nice- ly," explains Shave. Adds Hill: "We wanted a name that we could grow into. Our busi- ness is much more than just writing songs and making organised noise. We've effectively become consul- tants on sonic branding, research- ing and collaborating with some very creative visual storytellers who, more often than not, know their music too." The use of sound to reinforce brand identity has a rich history. Take away the text book advertising idea of 'brand' and you're left with simply 'identity' - and that is some- thing artists, bands, record labels, creative collectives and fashion movements have pursued forever with the marriage of images and audio. Uncanny Valley's output of unique but identifiable music has been prolific since its conception in 2010. As every brand and brief is different, so too is their sound but rest assured that at least once in your day you (or your kids) have heard a composition UV has creat- ed. And repeat business from some major players underscores their appeal as consistently reliable. UV's work in the advertising industry initially stemmed from Shave's creative collaborators at agencies in Australia and Europe and Hill's history as a can-do pro- ducer. Since then, their new work plus their association with the likes of Squeak E. Clean in LA (Sam Spiegel, aka Spike Jonze's brother's music house) has kept the briefs coming in. The list of TVCs is lengthy and includes Citroen, Toyota, Ryobi Cricket, Brother, Jim Beam and charities such as Womankind (dir. Nicolai Fuglsig, Sony Balls). "We always find the collaboration with agencies exciting as so much thinking and research goes into a campaign. So it can often be a very political process of creative decision making, but we're very used to that and know how to hold on to what the creative and brand vision is no matter what happens along the way," explains Hill. Proving their aptitude across major networks, UV has also been consulted to sonically rebrand entire channels such as Foxtel's Showtime, ABC1,2,3,4kids, MTV Classic and Hits and Network Ten. For television, UV has been responsible for an epic amount of themes and launch promos such as the Promax award winning SLiDE campaign for Fox8 (the Ministry of Sound released 'Change your Heart' was a chart hit), Sex in the City spin off 'The Carrie Diaries' (Material Girl), Hamish and Andy's Gap Year, Roller Derby Extreme, Rove LA, Masterchef, MTV's Local Produce and ABC's Catalyst. UV has also collaborated with FremantleMedia, delivering sub- stantial bespoke libraries of music for I Will Survive, Farmer Wants a Wife and currently for the return of The Mole series. "Regardless of the medium or duration of a visual project, we approach the accompanying sound The Uncanny(Valley) The uncanny valley, for those not familiar with Japanese robotics, is a term coined by professor Masahiro Mori in 1970. Simply put, it suggests that if a robot gets close to looking like a human but not close enough, we freak out. For Uncanny Valley's founders, Justin Shave and Charlton Hill, it's an apt title for a collaborative music and sound studio that blurs the line between organic and electronic whilst always striving to remain worthy of emotional, human response. From left: David Barber, Charlton Hill, Matt Perrott, Xavier Fijac, Justin Shave and Plasma's Andy Wilson. "Our business is much more than just writing songs and making organised noise," says Charlton Hill 'Balls' for ABC2 Brother 'Printers that sprint' for Heckler A-League re-brand for Fox Sports 'Change your Heart' for SLiDE Fox8
CBAT NOV DEC 2012
Campaign Brief May-June 2013