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
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More