Newly-launched Sonixphere, a global resource for everything related to music and sound, just wrapped another dynamic spot for GameStop through The Richards Group, Dallas. Promoting Madden NFL 12, the spot posed a unique musical challenge, according to Greg Allan, CEO and Creative Director, take a classical piece of music, Beethoven’s Fifth Symphony, and transform it to into an urban, hip-hop track to support images of football teams competing on the gridiron.rnrnAiring nationally on TV, in store, and online, the :30 commercial uses CGI game footage depicting the Chicago Bears and the Madden visiting all-star team entering the stadium prepared to do battle. Tall shadows appear and play commences as Sonixphere‘s opening notes set an ominous tone. This transitions into a memorable restatement of Beethoven’s Fifth over a hip hop groove. The infectious beat pulses on as players leap, collide and tumble gracefully in time to the music. The tagline commands gamers to “Devastate your rivals.”rnrn
rnrn”Before we write music for any project, we first consider where it is going to live to make sure the sound shines on all platforms,” says Allan. “In the case of this spot, we wrote a pre-score and then picture was pulled and edited to our track. We wrote sonic nuggets—musical peaks and valleys that gave the client and editor myriad choices when it came time to edit. They had the freedom to cut wherever they chose to because we provided them with both a dynamic and agile track.”rnrnAllan harnessed the talents of his global composer roster to combine string orchestrations of the Beethoven symphony with hip-hop elements. “We didn’t want to give it away right off the bat, so the whole intro has a low menacing sound that builds up the suspense,” says Allan. “Then the groove kicks in and drives the action. Ultimately, we instilled a pop sound into the hip-hop beats to make it sound even more unique.”rnrn"The guys at Sonixphere always deliver,” says Dan Calhoun, senior producer at The Richards Group. “For GameStop, we challenged them to take a classical piece of music and update it in an urban, hip way. Once again, they exceeded expectations! We expect it to be a huge success!”rnrnFor more information, call (312) 329-1310 or visit www.sonixphere.com.rnrnCreditsrnTitle: Madden NFL 12 :30rnProduct: GameStoprnrnAgency: The Richards Group, Dallas, TXrnDavid Canright and Lynda Hodge, creative directors; Rodrigo Maycotte, art director; Tim Wood, writer; Dan Calhoun, senior producer.rnrnMusic: Sonixphere, Chicago, ILrnrnEdit: Rooster Teeth Productions, Austin, TXrnrnPost: 3008 Editorial, Dallas, TXrnMark Sullivan (online editor)rnrnAudio mix: 3008 Editorial; Dallas, TXrnMatt CiminoGreg Allan Creative Director Sonixphere 312.329.1310 Contact Greg via email
Contact:Media: Roberta Lawrence Artisans PR 212.627.0297 Contact Roberta via email Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More