- Wednesday, Oct. 4, 2017
A thought-provoking campaign for China Global Television Network (CGTN) beautifully blends visuals, narration and music. Stephen Arnold Music continued its sonic branding collaboration with the network for “See the Difference,” creating a deft, yet powerful score for the campaign.
Stephen Arnold Music’s composers worked closely with Flint Skallen, building on the design firm’s rich imagery to tell an uncommonly intelligent story. For CGTN – comprising five international channels reaching viewers worldwide – the artfully abstract “See the Difference” emphasizes the network’s dedication to deeper journalism.
A live string ensemble, combined with programmed elements by Stephen Arnold Music, weaves a theme as graceful as it is emotional. “Flint Skallen’s compelling visuals, along with the narration, inspired the musical direction,” says Chad Cook, Vice President, Creative for Stephen Arnold Music. “The elements meshed together well to support the message of ‘See the Difference,’ showing how CGTN’s journalism is distinct.”
Setting The Tone Of “Something’s Killing Me”
In another exciting project, Stephen Arnold Music also collaborated with the HLN news network on “Something’s Killing Me,” an HLN Original Series hosted by the Emmy Award nominated-actor BD Wong. A six-part documentary production from the CNN Original Series Development team, it examines puzzling diseases and symptoms that result in near-death struggles, with each episode chronicling a race against time to discover what, or who, is killing the patient.
Stephen Arnold Music’s score opens with the tempo of a tensely ticking clock, alerting viewers to high-pressure circumstances with the highest stakes. Film noir-style “thriller” strings and haunting sound design punctuate a disturbing atmosphere, establishing the new show via careful sonic branding.
“With a program launch, it’s our responsibility to set the tone for its content, and instantly engage the audience so they’ll want to experience the show,” Cook explains. “You need to literally grab the audience’s attention and be compelling - right away. That’s why one of the most important elements of the show package is the music for the tease, open, and returning from break segments: those cues reinforce the show’s sonic brand, and capture the viewer’s attention.”
New Online Look
All of the latest offerings and developments from Stephen Arnold Music can be viewed on the company’s new website. Designed by Lord Creative, its streamlined layout has an organic and natural feel, with improved navigation as well. Custom photography depicting musical instruments as they are played underscores Stephen Arnold Music’s commitment to both hands-on attention and authentic musicianship.
About Stephen Arnold Music
Often referred to as the most-heard, least-known composers in America, Stephen Arnold Music’s creativity is experienced every day in more than 100 million homes throughout the U.S. Based in Dallas with offices in San Diego and New York, with additional recording studios in Santa Fe, “The World Leader In Sonic Branding™ has more than 20 years of success delivering impactful, brand-defining music that makes a difference for today’s top broadcast networks, cable channels, television stations, film production studios and advertising agencies. With multiple Emmys, Addys and Promax Golds to their credit, Stephen Arnold Music’s specialized approach and commitment to the power of sonic branding, state-of-the-art production and unparalleled customer service is at the core of its promise. Stephen Arnold Music continues to set the creative bar in a highly competitive content landscape.
For more information, please visit http://www.stephenarnoldmusic.com
Project: "See The Difference" network ID campaign
Design: Flint Skallen, Munich, Germany
Music: Stephen Arnold Music, Dallas, TX
President: Stephen Arnold
VP, Creative Services: Chad Cook