Global audio company Squeak E. Clean Studios and agencies VMLY&R Australia and New Zealand created a challenge which serves as a sophisticated recruitment effort for the Australian Navy.
Squeak E. Clean Studios’ head of sound in Melbourne, Paul Le Couteur, converted an image into sound and then embedded that into an audio message complete with voice and sound effects which challenged prospective Navy recruits to find the hidden visual message. The coded message appealed to these would-be intelligence professionals who had to recognize the puzzle and then find the tools required to solve it.
To reveal the hidden missive, the audio, discovered by only the most clever, had to be processed in a spectrogram, which is often used in sound production to repair background noise, crackles, hums and glitches or to isolate elements within a sound file. This is the same technology used by the Australian Navy to intercept, analyze and identify threats at sea. The message connected a tech audience to Navy intelligence roles and targeted the narrow field of intelligence professionals suited to work in the Navy.
This behind-the-scenes film explains “The Audio Ad You Can See.”
CreditsClient Australian Navy Agency VMLY&R Australia and New Zealand Paul Nagy, chief creative officer; Jake Barrow, executive creative director; James Wills, Robyn Bergmann, creative directors; Simon Gray, sr. designer; Fiona Newman, Annie Thiele, producers; Leigh Cooke, editor. Music/Sound/Audio Post Squeak E. Clean Studios, Sydney, Melbourne, NY, L.A. Paul Le Couteur, head of sound, mixer; Ceri Davies, exec producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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