Mcgarrybowen teams up with director Martin Campbell to tumble forward with excitement for the new Sharp 90″ Aquos TV in the :30/:60 “Not For The Faint of Heart” for Sharp, edited by Avi Oron of Bikini Edit. Sonic Union mixers Paul Weiss and Rob McIver collaborated with Sound Designer Brian Emrich on the spot which features the high-risk exploits of three extreme athletes as seen in high definition on the LED screen of a Sharp Aquos. The stunning imagery is further enhanced through a first-person audio experience, allowing audiences a driver’s seat spot for these full-throttle adventures.rnrn
rnClick HERE to view the spot.rnrn”Not For The Faint of Heart” opens on a luger, careening full speed down the track. We quickly cut to a teenage boy prepping for a flip off of a building’s edge, later launching himself into a headfirst tumble through the open doors of a Sharp van. His tumble finishes out with a cut to a parachutist plummeting out of a plane with a rocky Cliffside underneath him. As he continues downward, a voiceover begins, “Breath-taking color, spine-tingling depth and way bigger than life.” The shot pans out to reveal the image on the screen of a Sharp 90″ Aquos in a family’s living room. We intercut between images of the three extreme athletes accompanied by the voiceover, “It’s not for the faint of heart.” The spot closes with a shot of the Aquos followed by the Sharp logo and the voiceover, “The world’s largest LED TVs, only from Sharp.”rnrnCreditsrnClient: SharprnTitle: “Not For the Faint of Heart” :30/:60rnAgency: mcgarrybowenrnProducer: Maria RealrnExecutive Creative Director: Jane WalshrnCreative Director: Jim FosterrnArt Director: Paola LlanezernProduction Company: Saville ProductionsrnDirector: Martin CampbellrnEditor: Avi Oron, Bikini EditrnPost EFX: Quiet ManrnMusic Producer: Kate UrciolirnSound Design: Brian EmrichrnAudio Post: Sonic UnionrnMixers: Paul Weiss (:30), Rob McIver (:60)rnrnAbout SONIC UNIONrnSteve Rosen, Michael Marinelli, and Adam Barone got together for some pints in 2007. After way too many of those, they hatched an audacious plan that would eventually give rise to Sonic Union in late 2008 – their 8,000 foot treehouse and audio mix playground overlooking Union Square.rnrnOver a short period, they’ve grown both staff and capabilities to include: music supervision, motion design production, and voiceover/on-camera casting to their established role as the premiere audio boutique inrnNew York. Award-winning agencies, editorial firms, visual effects studios, and production houses routinely collaborate with Sonic Union for sound and motion expertise. Swing on by and let’s play. www.sonicunion.com Contact:Virginia Scripps Press Kitchen 310.392.6682
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More