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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
SOUND+MUSIC CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 What have been the highlights of the last year? We were very proud to win awards for both sides of our work: music and sound design. The beau- tiful Levi's Ballet won the London International Ad Award for Original Score and Astra Zeneca Under- water won the Best Sound for a TVC at the Australian Screen Sound Guild. Has this led to more creative work? International Awards are a huge help to bring us together with like minded creatives. We recently cre- ated an evocative piece for Hachette that came to us directly from fans of the Levi's Ballet film. Reborn CD Jarrad Collings wanted to create a five part original music track with seamless flow for an idea about books dominoing for Hachette, one of the biggest pub- lishers in the world. Prior to the shoot, there were intensive discussions with the agency to nut out how a musical journey could be created to bring together the wide genres that encapsulate the world of Hachette. We decided that as there was to be no voice over, the story would be heavily dependent on the music like a film score. We felt it was best to create the music before the shoot to the script and let that dictate the shoot and edit. A list of genres was decided that would work first as a musical jour- ney and then as a visual journey. The music was written in the unusual time signature of 7/4 to give a strong sense of individual character to the piece. We sampled single chimes of a music box to play the initial melody. We enter a crime/thriller section and time slows down: everything warps. Next a romance piece brings in classical flute and strings and warmth. Then a fantasy /sci-fi sequence shifts into higher more electric energy. A mili- tary section evokes nationalism and bravery with a lingering sense of loss. There is a beautiful resolve bringing the elements together for the conclusion. Are you finding an expansion in work beyond TVCs? We just finished a great immersive installation project for Peroni (Peroni Passaggio) conceived by Reborn, built by Finch with imagery by Resin that places you in iconic cool locations in Italy sur- rounded by surreal Italian models: Each with a unique modern sound- track. The project is based in a mysterious enclosure that is placed at premium events for only a few days at a time enticing drinkers to enter (a modern Peroni tardis). It launched at the VIP opening party of Sydney Fashion Festival. Have you found any genres particularly called for? There has been a spike in orches- tral music briefs lately. We have completed multiple orchestral based tracks for Big W (Saatchi's) and the LG Ewan McGregor (GPYR) cam- paign. LG required large scale big orchestration of strings and brass over contemporary beats. It's always great to be recording live string ses- sions in our studio. You mentioned earlier that you created Hachette music prior to the shoot. Is that a good way to work? The majority of our work needs to be scored to picture, but we like to be involved at the beginning of the process. Some of our best work has come by creating music prior to shooting or at least starting the process at script stage. That way you get far more originality in the sound/music outcome: it really focuses everybody's mind rather than it being a last moment after- thought. It can really help a client bond with the track. Levi's Ballet couldn't be done any other way because music was needed to choreograph the stretch jeans dance prior to shoot. That brief started up being a drawn graph of emotions with rough timings and energy lev- els to the story. rafaelmay.com +612 9369 5252 Rafael May breaks the sound barrier From Ballet in Levi's to Italian Peroni moments, few have the musical stripes of Rafael May. The last 12 months have been a busy time for his boutique composer/sound design company Rafael May Music. CB caught up with Raf at his Recording Studio at Sydney's Bronte Beach Astro Zeneca - winner Best Sound at ASSG Hachette 'Stories That Move You' Levi's 'Ballet' - winner Original Soundtrack at LIA Peroni Passaggio - Unique Modern Soundtracks - Launched at Sydney Fashion Festival Composer/sound designer Rafael May: "We were very proud to win awards for both music and sound design"
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013