The creative team at HiFi Project was tapped by ad agency Spark44 for the launch of the all-new, F-Type luxury sports car from Jaguar. Under the leadership of HiFi Creative Director/Partner Paul Robb, the cinematic commercial entitled “Biggest Want” was given a similar musical approach by the music and sound design company. Currently airing nationwide, the new commercial is part of an extensive, global campaign for Jaguar.rnrn
rnTo view “Biggest Want,” GO HERE.rnrnAccording to HiFi Project‘s Robb, the commercial is incredibly “location-rich.” He reports: “An obvious visual touchstone are all the great James Bond films, and we wanted to create a score that was lush and cinematic as well.” HiFi recorded live orchestral players, and a traditional choir, as well utilizing numerous exotic world music flourishes, such as Chinese wooden sticks and African talking drums, in order to give a richness to the score.” rnrn”The client and the agency really put the time and resources behind this project, so it was wonderful to work with them on this piece,” notes HiFi Executive Producer Birgit Roberts. “This was our first time working with [Spark 44 Creative Director] Bruce Dundore and his team, and we felt a real rapport was created working on this track.”rnrn”We were editing with Barnett Kiel at Cutters,” explains Spark44 Creative Director Bruce Dundore, ” and he recommended HiFi Project for the music on this particular commercial. I thought they were absolutely terrific, and created a level of emotion for the spot that we needed. They were also great to collaborate with.” rnrnCreditsrnClient: JaguarrnSpot Title: “Biggest Want“rnrnAd Agency: Spark44rnCreative Director: Bruce DundorernProducer: Jonlyn WilliamsrnrnProduction Company: Wigwam (UK)rnDirector: Alex FeilrnrnEditorial Company: CuttersrnEditor: Barnett KielrnrnMusic & Sound Design Company: HiFi ProjectrnCreative Director/Composer: Paul RobbrnExecutive Producer: Birgit Robertsrnrnwww.hifiproject.com
Colleen O'Mara @Hype 310.839.9834, x103 Contact Colleen via email www.hypeworld.com
Liz Charky Directs a Playful and Reflective Video For Henry Hall’s “Tiny Door”
Directed by Liz Charky, the music video for Henry Hall’s ‘Tiny Door’ is a playful and profound exploration of the song’s intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimes psychedelic scenes. “I am a huge fan of love songs that have an unusual, hyper-specific perspective on love,” says Hall. “That’s what I wanted to do with ‘Tiny Door.’ It’s about loving someone unconditionally while recognizing that love is something that isn’t always straightforward — I think that’s something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it — that’s really portrayed well by Liz, and Ellin Aldana, our cinematographer.” Charky explains, “When I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way – with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating. In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More