Sonixphere, a global resource for everything connected to music and sound, was tapped by INNOCEAN USA Executive Creative Director Greg Braun to create the soundtrack for the agency’s high velocity, 360 branding video to be featured on the agency’s newly updated website.nnSonixphere was charged with the task of sonically tying many disparate images in edits lifted from a montage of TV spots, long form, online video, events, social, mobile and branded content created for INNOCEAN client Hyundai into a riveting brand identity video with maximum impact. They achieved this through an edgy dub step soundtrack that complements the razor-sharp editing and transforms nine separate car commercials into a dazzling consumer lifestyle and cultural statement.nn”The goal of creating this new 360 branding video was to showcase our brand’s identity and diverse experience,” says Greg Braun. “The finished product needed to be big, bold and energetic with a musical soundtrack to match. The team at Sonixphere gave us just what we wanted with their music serving as the thread that ties the visuals and storyline together.”nn
nnThe two-minute video, comprised of a montage of evocative images, lives on the agency’s website landing page at www.innoceanusa.com. Through the whole video, Sonixphere‘s electronic track keeps driving on, shifting gears, scoring visuals, changing dynamics and intensity, forming an alliance with the visuals and making a connection with the viewer.nn”This video is about connections and connecting,” says Sonixphere CEO and Creative Director Greg Allan. “We wanted the music to be that cohesive force that tied all the images and supers together and left viewers with a strong visceral feeling. Innocean is a progressive agency; they needed exciting music to represent who they are. The agency creative team knew what they wanted; we just had to execute it and execute it well.”nnChoosing dub step with its hallmark heavy-duty programming, synthesizers and drum patterns matched the identity of the agency, which is modern, edgy and disruptive. “It’s one thing to write a killer dub step track, but then to take it to another level and heavily score it to picture? That was the challenge, and my team nailed it,” asserts Allan.nnThe video’s production was handled by INNOCEAN’s in-house Production team. nYou can view the video here.n nFor more information, call (312)329-1310. Visit us at www.sonixphere.com.nnClient: INNOCEAN USAnAgency: INNOCEAN USAnExecutive Creative Director: Greg BraunnnMusic Composition: SonixpherenAudio Mix: SonixpherenPost Production INNOCEAN USAnProducer Chanel BoydnEditing Brad WetmorenVisual Effects Lara PinellaGreg Allan Creative Director Sonixphere 312.329.1310 Contact Greg via email
Contact:Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More