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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
SOUND +MUSI C AWARD WINNING SOUND DESIGN Rafael May A new production manager st arts 2008 AWARDS PAUL LE COUTEUR Cannes Silver Lion (Radio) RACV ‘Disclaimer Guy’ — Clemenger BBDO MADC Bronze Award RACV ‘Disclaimer Guy’ Radio — Clemenger BBDO MADC Bronze Award VB ‘Symphony’ TV — George Patterson Y&R Siren GOLD Award RACV ‘Disclaimer Guy’ Radio — Clemenger BBDO Siren SILVER Award RACV ‘Disclaimer Guy’ Radio — Clemenger BBDO Siren Round Winner SCOPE ‘Do I sound different to you’ Radio — Leo Burnett Siren Highly Commended Sorbent ‘Scrunch or Fold’ Campaign — Clemenger BBDO Siren Highly Commended Beerka ‘Shopping Trolley’ Radio — Leo Burnett Siren Highly Commended Beerka ’Urinal’ Radio — Leo Burnett Siren Highly Commended Beerka ‘Great Beer Inventions’ Campaign — Leo Burnett Siren Highly Commended Victorian Flower Growers ‘I’m Sorry’ — Leo Burnett Siren Highly Commended Victorian Flower Growers Campaign — Leo Burnett Siren Craft Final Call HBA ‘Dentist’ Radio — Clemenger BBDO Siren Craft Final Call Beerka ‘Great Beer Inventions’ Radio STEVO WILLIAMS MADC Silver Award TAC ‘You're Speaking for Everyone’ Radio — Clemenger BBDO MADC Bronze Award Fosters ‘Advertising Computer’ Radio — Clemenger BBDO Siren Award Round Winner ‘Ice. It's a Dirty Drug’ Radio — Life Lounge Siren Highly Commended Fosters ‘Advertising Computer’ Campaign — Clemenger BBDO Siren Highly Commended Fosters VB Campaign — George Patterson Y&R Siren Highly Commended HBA ‘Tight Dress’ Radio — Clemenger BBDO Siren Final Call National Foods ‘Big M Double Strength’ Radio — AJF Partnership in August, but on the whole the staff has remained consist ent. As well as being busy with c ommer- cial s pr oj ec ts, ever yon e at Soundtrax works professionally in the music industry outside the com- pany, so there is always an album, a movie, a doco or a demo to do. Wah says the six degrees of se pa- ration often comes into pl ay – you know someone who knows some - one else and all of a sudden yo u have a huge job comi ng out of Russia: “I think e veryone va lue s music and sound, however s ome- times not being musical makes i t harder to convey your views. That’s where reading minds comes into it, or at least being able to tr anslate what someone i s trying to say in a musical way,” says Wah. When it comes to new techy gad- gets, eve ryon e at the studio is enjoyin g the new Logic and Melodyne is another favourite. Matt Hayward, general man ager of Sound Reservoir, nominates any- thin g by Digides ign and Apple : “The only thing that ca n make it be tter is if the two compan ies merge. That could happen so oner rather than later. Unless of course Sony doesn’t move in and buy them both,” he says. He says in post produc tion the main issue right now is higher inter- est rates because it means so me people will be putting off te chno- logical upgrades. “This is not a problem for us with the platform we use as its software based, Apple/ProTo ols, and the hardware only needs to be updated every five to ten years,” he says. Sound Reservoir’s work predomi- www.flagstaffstudios.com.au 72 CAMP AI GN B RIEF nantly comes from the Aust ralian advertising industry. Re cent TVCs include T ooheys Ex tra Dr y ‘Harvested’ , ‘Welcome Sno op’ for MTV, Virgin Atlantic Upper Class and Premium Economy Web sites, Hahn SuperDry and AFL’s ‘150 Years’ spot. As well as ring tones and i nstal lat ion s, i t has ad ded online to its repertoire, working on a number of webisodes and com- mercials made specifically for the web. “The outlook is higher quality mixes (HD). Cheaper music and a recover ing ec onomy,” s ays Hayward. Rafael M ay, compos er /soun d designer, Rafael May Music, is also seeing the implications of the econ- omy tightening with clients becom- ing nervous and wishing to be more involved in music directions. “My answe r is to join with the creatives in engaging the client as early as poss ible to ensure the best mus ical ou tcome,” s ays May. “There i s a big r eturn to melodic, character led music with an authen- ticity: much less synthetic sound- ing. And there has been a focus on creating lasting music signatures.” May has been cr ea ting strong hooks for s pot s such as Uncl e Toby ’s Red Line for Single ton Ogilvy & Mather, GIO for BWM, Snooze Ma d World and Freedom Lines for The Foundry. He’s also done the music score for the feature film, Black Water, and is very excit- ed by the possibilities of music beyond TVCs. “My feat ure Black Water was released early this year in over forty countries and in cinemas in the UK and Europe. I’ve been asked to compose the score for Road Train coming early next year. It will be hard core and I ’m really looking forward to it,” he says. Meanwhile, the creatives he works with have a h uge respect for the change that great music makes to the emotion of a TVC. Says May: “ You have to push yourself beyond the obvious to keep music feeling real. I am after music authenticity and I chase it with originality and passion.” 7 JU L Y /AUGU ST 2 0 08
May June 2008