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Hearing Care Company Audika Shows That Not All Sounds Are Created Equal

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New work from new-land and &Co travels through life's most memorable sounds

Hearing Care Company Audika Shows That Not All Sounds Are Created Equal

In its new spot, Audika, the world’s leading hearing care company, asks us: “What sound will you never forget?”

The question is the prompt for new—land director Caroline Koning (supported by magnificent work from sound designer Jakob Standgaard) to steer viewers through a canvas of life's most memorable sounds...before showing just how isolating it can be when those sounds fall away. As the tagline has it, if vision places the world in front of us, hearing places us in its centre.

Caroline comments: “With this film we tried to really think about what sound means in terms of the past, the present and the future. I didn’t want the sounds in the film to be too literal, instead I wanted to ask, “what do you feel that sound was like when you were getting married?” And so we hear a flock of birds, in combination with a church bell.

“We also didn’t want to make each scene too full; we left out sounds deliberately. The way we mixed the sound was meant to be one large flow, like an ocean wave hitting a beach, then drawing back out to sea. It was a blast to create this together with Jakob Strandgaard.”

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Advertiser: Audika

Creative Agency

Creative Agency: &Co.

Creative / Art Director: Jeppe Hansen

Producers: Lene Meyer & Caspar Redgrave

Creative: Johan Køhler

Account Manager: Sandra Lacoppidan

Account Director: Pernille Ryder

Production Company

Production Company: new—land

Director: Caroline Koning

Producer: Audun Lyngholm Wittenberg

Executive Producer: Sara Samsøe

Post Producer: Louise Bejerholm

Production assistant: Alberte Hougaard

DoP: Tim Lorentzen

Stills: Jonas Bie

Stylist: Diana Manolova

Casting: Teodora Duparinova

Set-Design: Kristian Lekov

Production Service

Production Service Company: B2Y


Editor: Emma Backman

Post Production / VFX

Colourist: Erik Van den Heuvel


Composer: Jackob Strandgaard

Genres: Drama, Storytelling, Music & Sound Design

Categories: Beauty & Health, Ear care

new-land, Fri, 08 Apr 2022 12:14:49 GMT