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
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More