Sound Foundation, the original music and licensing company led by Executive Producer/Music Supervisor Vasili Gavre, has been keeping the music cranked thanks to two new comprehensive ad projects — an international, multimedia campaign for Calvin Klein One Underwear featuring an array of licensed tracks; and a new Victoria Secret ad “Incredible,” directed by Michael Bay, and featuring the song “Get Some” by Lykke Li, currently featured on the cover of Spin Magazine.
“For both of these projects the challenge was all about finding the right songs,” Gavre says. ”There’s so much music out there, but the more we work with our clients, the more we understand them and what they need. It’s always satisfying when you find the right track — and for both of these projects we did just that.”
Calvin Klein One Underwear
The new Calvin Klein One Underwear ad, created in-house, features numerous licensed tracks ranging from classic R&B like Kool & The Gang’s “Jungle Boogie,” to new artists like Sky Ferreira, and even quirky cuts like the theme song from the “The Price Is Right.” In addition to TV spots airing internationally, the ads are also on display at retail store kiosks, online and on select mobile devices that feature an augmented reality component.
Victoria Secret “Incredible“
The new Victoria Secret ad “Incredible,” directed by Michael Bay (“Transformers,” “Armageddon,” “Pearl Harbor”), spotlights the lingerie and apparel makers new line of bras. The spot features the models Erin Heatherton, Chanel Iman, Candice Swanepoel, Lily Aldridge and Adriana Lima strutting their stuff to the Lykke Li song ”Get Some.” This is not the first time Sound Foundation has place Li’s music in a Victoria Secret ad. They placed her track “Little Bit” in the 2008 Victoria Secret ad “IPEX,” featuring Heidi Klum. Click here to watch the Victoria Secret ad “Incredible.”
In addition to licensing “Get Some,” Gavre also negotiated 1000 free downloads of the song that Victoria Secret offered through their Facebook fan page.
“One of the biggest advantage of working with Sound Foundation is thanks to our deep industry contacts and solid reputation we’re able to do create these value-added opportunities for our clients,” Gavre explains. “Opportunities like that don’t just happen, they come through well-earned trust over the years between myself, the record labels and music publishers, and they often prove to be a great way for clients to both give their customers a little something extra while also bolstering their brand.”
About Sound Foundation:
We love music and we want to share it. We seek out talent and support it. We share ideas and let the best ones win. We create art and sometimes sell it. We explore the unconventional. We like collaborating. For more information www.sfaudio.tv. Follow Sound Foundation on Facebook here.
Credits Calvin Klein One: “Underwear”
Music/Licensing: Sound Foundation, New York
Executive Producer/Music Supervisor: Vasili Gavre
