Pivot Audio scores #1 entry in Top Ten Tracks Chart for piece starring Serena Williams
By A SHOOT Staff Report
While an “inspiring lullaby” may sound like an oxymoron, that was the music called for in this emotionally moving Gatorade short film titled “Sisters in Sweat” directed by Jaci Judelson from Tool of North America for TBWAChiatDay, Los Angeles. The score topped our 4th quarter of 2017 Top Ten Tracks Chart.
Starring Serena Williams holding her recently born baby girl (actually a double for her baby), this short shows the tennis superstar imparting an important message to her child: “Baby girl, I won’t mind if you play tennis badly. I won’t mind if you never choose to pick up a racket. But I beg you. In this game of life, please keep playing no matter what.”
This mother’s wish for her baby carries a special intimacy that at the same time has to universally inspire. Alicia Keys’ “Girl on Fire” meets the inspirational prerequisite. Yet to make it sweetly personal necessitated a lullaby-style version crafted by an ensemble at Los Angeles-based Pivot Audio.
Music producer Guy Amitai of Pivot Audio explained, “The biggest challenge was striking the right balance with the vocals. We worked with a singer who was not professionally trained, to capture a genuine and moving performance that wasn’t technically perfect—making the spot that much more relatable for all moms.”
A stripped down track was arranged by Roma Otto and recorded by Dana Winter at Pivot Audio. Sound designer was Lawrence Horne. Neil Devlin and Jonas Holst exec produced for Pivot. Audio post mixer was Dave Wagg of Lime, Santa Monica, Calif.
“This project held a special importance for me as a father of a young girl with another one on the way,” shared Amitai. “The message was so touching and really struck a chord. With our exceptional female composer and musician duo of Roma and Dana leading the way, a stellar song as our basis, and great clients to collaborate with, this was a memorable project and we’re honored to have contributed.”
“Keep Playing”
This moving short carries not just a personal message but a piece of advice that is also essential in the big picture. The fact is that sports can have a positive influence on women on and off the court. This campaign brings female athletes—both amateur and professional—together who represent the value of sport and what it’s brought into their lives.
The film points out the importance of sports in a person’s development, teaching teamwork, self-sacrifice, instilling a strong work ethic. The campaign also highlights other successful women, such as CEO and designer Tory Burch, actress Allison Williams, YouTube executive Susan Wojcicki and Teen Vogue editor-in-chief Elaine Welteroth, all who have participated in various sports teams in their youth.
The rest of Williams’ wish for her baby reads, “Just like it taught me, sports will teach you to be strong. You’ll discover the power and grace in your body. You’ll learn to move and you’ll learn the way to move others. Sports will teach you the strength of your allies whether your bond is by blood or by ball. Whether she shares the color of your skin or your jersey, you’ll find your sisters in sweat. Sometimes you score goals, sometimes you won’t. But the goals you set, you’ll reach together. You’ll find the courage to stand tall, work harder and speak louder all on the playing field you choose in life. So keep playing little girl. Keep playing.”
The TBWAChiatDay creative team included creative directors Mark Peters and Kirsten Rutherford, art director Stephanie Johnson, copywriter Paula Henzel and producer Ian Mitchell.
See the Quarterly Top Ten Music Chart here.
Oscar and Emmy-Winning Composer Kris Bowers Joins Barking Owl For Advertising, Branded Content
Music, audio post and sonic branding house Barking Owl has taken on exclusive representation of Oscar and Emmy-winning composer Kris Bowers for advertising and branded content.
Bowers’ recent film scores include The Wild Robot and Bob Marley: One Love, alongside acclaimed past works such as The Color Purple (2023), King Richard and Green Book. His contributions to television are equally impressive, with scores for hit series like Bridgerton, When They See Us, Dear White People, and his Daytime Emmy Award-winning score for The Snowy Day.
In addition to his work as a composer, Bowers is a visionary director. He recently took home the Academy Award for Best Documentary Short Subject for his directorial work on The Last Repair Shop. The emotionally touching short film spotlights four of the people responsible for repairing the musical instruments used by students in the Los Angeles Unified School District (LAUSD). The Last Repair Shop reflects the positive influence that musical instruments have on the youngsters who play them, and the adults in the LAUSD free repair service who keep them working and in tune.
Barking Owl CEO Kirkland Alexander Lynch said of Bowers, “His artistry, diversity of style and depth of storytelling bring an unparalleled edge to the work we create for global brands. His presence on our roster reflects our continued commitment to pushing the boundaries of sound and music in advertising.”
Johanna Cranitch, creative director, Barking Owl, added, “Kris first caught my attention when he released his record ‘Heroes + Misfits’ where he fused together his jazz sensibility with a deeply ingrained aptitude for melody, so beautifully.... Read More