Award-winning music house, PrimalScream Music, which just completed the music supervision for the documentary, “The Power of Two,” directed by the Academy Award® nominated filmmaker, Mark Smolowitz, recorded a live orchestra at the wold famous Village Recorder for the Bridgestone/Firestone spot commemorating the 100th anniversary of the ‘greatest spectacle in racing.’
By using real players, Primal Scream was able to tap into the emotional and nostalgic elements necessary to bring the track alive. PrimalScream and the clients were both equally intent on capturing that intangible quality that can only come from using live musicians.
“100 Years” showcases the magnificent history of The Indianapolis 500. Imaginary Forces worked with historic stock footage to create a beautiful collage of the greatest moments from the races. Primal Scream’s creative director, Nicole Dionne, oversaw music for the project in collaboration with the The Richards Group/Dallas. The Creative Group heads were Mike Bales (copywriter) and Craig Anderson (art director) and was produced by JR Dixon.
About PrimalScream Music
Nicole Dionne founded PrimalScream in 1995, after graduating from UCLA. She immediately began collaborating on several high-profile campaigns, including Lexus, Guinness, American Express, Canon, Intel, Gatorade, Nike, AT&T and Ford. PrimalScream Music garnered an amazing amount of positive trade press and industry recognition, winning a Clio and two AICP awards right out of the gate.
With PrimalScream at the forefront in music and sound production, Dionne was awarded the BMW Films campaign for original music and sound design for the series of short brand films entitled "The Hire". In an attempt to reach a hipper, younger demographic, the groundbreaking shorts were directed by top-name feature film directors such as John Frankenheimer, Wong Kar-Wai, Ang Lee, Guy Ritchie, and starred Clive Owen as "The Driver" of (what else?) BMW automobiles. Madonna, Forest Whitaker and Mickey Rourke also starred.
With the success of that campaign, Dionne decided to move forward with her concept of putting famous and established artists, as well as emerging artists at the forefront of commercial music. "I like the idea of taking named and accomplished artists, who are passionate about the music they are creating, into my studio to write authentic, raw, emotional music for advertising."
Dionne’s roster of artists reads like a who’s who of the music industry: Gram Rabbit, Marc Broussard, Pedestrian, Robert Francis, Avion, Remy Zero, Godhead, The London Symphony, Caitlin Crosby, Klaus Badelt (“Poseidon”), Producer Stuart Brawley (Emmy Rossum), Victor Bisetti (Los Lobos), Doug Pettibone (Lucinda Williams), Damon Johnson (Seal and Miles Davis), and Oren Waters – just to name a few.
Throughout it all, Dionne remains a maverick, constantly looking for the next trend, the next new sound, the next great band that no one’s heard — but, with Primal Scream’s help, will very soon. Please visit www.primalscreammusic.com for further information.
Credits
CLIENT: Bridgestone/Firestone
SPOT: 100 Years
AGENCY: The Richards Group Dallas
Ggenn Dady (Executive Group Head)
Mike Bales (Creative Group Head/Copywriter)
Craig Anderson (Creative Group Head/Art Director)
JR Dixon (Producer)
DIRECTOR: Imaginary Forces
EDITORIAL: Imaginary Forces
MUSIC HOUSE: Primal Scream Music
Creative Director/Exec Prod: Nicole Dionne
