SOUTH Music and Sound used literal car sound effects to create a modern hip hop song in this spot, “Feel Every Detail,” for Genesis directed by Vania & Mugia of production company Iconoclast for agency Innocean.
As we see the car’s many beautiful features appear on screen, the images dovetail with the vehicle’s sounds in a way that adds a unique dimension. The soundtrack seemingly emerges from the car, enabling us to “feel every detail.”
The SOUTH team included creative directors Matt Drenik and Dan Pritikin, composers Mike Mac and Jon Darling, executive producer Ann Haugen and associate producer Alina Fox.
Sound design/mixing house was Lime Studios with Michael Anastasi serving as sound designer and Dave Wagg as audio mixer.
Credits
Client Genesis, Hyundai Motor Co. Agency Innocean Jason Sperling, chief creative officer; Brandon Mugar, executive creative director; Marcella Coad, group creative director; Miguel Mayen, creative director, art director; Craig Lederman, associate creative director, copywriter; Kristen Perry, associate creative director, art director; Paul Fung, sr. copywriter; Aaron Onsurez, sr. art director; Nicolette Spencer, head of production; Melissa Moore, director of content; Brandon Boerner, executive producer; Natalie Santana, sr. content producer. Production Company Iconoclast Vania & Mugia, directors; Charles-Marie Anthonioz, managing director; Valerie Romer, exec producer; Joanna Nelson, head of production Gabrielle Yuro, producer; Paul Meyers, DP. Editorial Cartel Leo Scott, editor; Eric Offenhauser, assistant editor; Lauren Bleiweiss, managing director; Viet-An Nguyen, exec producer; Cassandra Guardado, sr. post producer. Music & Sound SOUTH Music & Sound Matt Drenik, Dan Pritikin, creative directors; Mike Mac, Jon Darling, composers; Ann Haugen, exec producer; Alina Fox, associate producer. Sound Design & Mixing Lime Studios Michael Anastasi, sound designer; Michael Baran, sound design assistant; Dave Wagg, audio mixer; Matthew Conzelmann, audio assistant; Cassie Underwood, producer; Susie Boyajan, exec producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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