Shai Hirschson is a true advocate for creativity rooted in strategy. An entrepreneurial mind, founding GINGER in 2018, which is now MassiveMusic Berlin. Heading up MassiveMusic in Germany, he is a firm believer in storytelling with positive purpose, which ultimately should enrich our culture and community with the power of sound. Here, Shai shares some German music-based picks that have struck a chord with him over the last few months...
Mercedes-Benz Vans - 'Made to Perform'
Agency: Preuss und Preuss / MassiveMusic Berlin
Of course I wanted to start by plugging us, MassiveMusic Berlin, with this brand new spot from Preuss und Preuss. Hard working people need hard working vans and this musical theatre was one for the history books. The fantastic casting really gave us a fantastic foundation to personify the characters in the film in music and sound. This epic journey where the vans too themselves are characters throughout the piece, build tension to the orchestral masterpiece composed by our Berlin gang, Chapeau. Culminating in a well 'orchestrated' dance of character, automobile and music.
Zalando - 'We Will Hug Again'
Agency: Anomaly Berlin
In these extremely trying times, this one just hits home for me. It really speaks to what we are all so desperately in need of. Closeness, touch, human interaction. Anomaly Berlin really hit the nail on the head here with everything in this piece. The voiceover casting, the selected footage vs. the shot footage, the pace of the edit and the dynamic of how it seamlessly intertwines with the music. The one thing I really appreciate is the vocal effect or process used on the voice over, this brings another layer into the story, which makes it authentic. This is so important to the storytelling of this piece. Of course Frank Ocean is a genius and adds the fourth dimension here as well. I hope soon we can hug again….
Laut Gegen Nazis - 'Nahtziehsraus'
' campaign involves smart word play encouraging people to come together against racism. I moved to Berlin nine years ago and was attracted to its sense of freedom and diversity. Over the years, you begin to see the cracks and realise not all that glitters is gold, yet there is great hope and unity in the fact that people do speak up, and I'm extremely proud to be part of an industry where we’re not afraid to speak out and speak up. This campaign launched on Holocaust remembrance day and sparked a unified movement as well as giving a voice to those against racism in any way, shape or form.
NDR Elbphilharmonie Orchester - 'For Seasons'
Agency: Jung von Matt
An incredible idea of using the power of music and sound to convey an overwhelmingly poignant message. This is what I personally live and breathe for. Music is a most powerful way to communicate a message over any language, or culture. By using climate data, and correlating this with Vivaldi’s 'Four Seasons', the guys over at Jung von Matt set out to create an updated version of Vivaldi’s piece based on the data linked to the reduction in bird species, unpredictable weather conditions and deteriorating climate. The result, much like our climate - is chaos.
Mercedes Benz - 'Blowfish'
I'm always amazed at the creative ideas put into delivering commercials which essentially are communicating something quite dry, such as car features or genuine spare parts. Being a inquisitive red haired kid myself, who also happened to harass my goldfish as a youth, this spot spoke to me. Pantera know how to visually deliver. The casting is ace. The music sets the scene superbly, and the subtle intricacy on selected close up shots, really build the tension. Fantastic way of advertising airbags.