3 months ago
Air-Edel have teamed up with growth consultancy Zag and Yamaha Music on their ‘Feel True Sound’ campaign for the new sound bar. Creative by Zag, directed by Thibaut Grevet and produced by Ore Okonedo at Knucklehead.
Air-Edel’s composer Patrick Jonsson wrote the music for the campaign and we caught up with him to tell us a little bit about working on the project, from his approach to creating the score to working with the musicians on set.
"It was such a pleasure to write music for this project – it was unusual and interesting in so many ways. First of all, it’s rare that music is the first part of the process, unless it’s using a pre-existing piece of music. So, to have a chance to watch the project grow from idea to concept art, to discussing with the film team, and finally crafting something from very early on in the process was a really exciting challenge. I always try to find the heart of the story I’m trying to tell wherever I can – so after familiarising myself with what everyone in the team was looking for I stepped away from any screens, sat down at my piano, and just tried to capture how it all made me feel. A big challenge was trying to encapsulate any sort of arc in such a short space of time. I spent a lot of time playing around with structure and pacing until I felt it was telling a story despite being such a short piece. All of this then evolved into the orchestral piece that you hear in the final versions of the ad.
"Knowing that it was to be performed live by a group of session musicians was really liberating in terms of giving it scale and an interesting instrumentation, but also presented its own challenges. I didn't know beforehand what the space would look or sound like and what sort of schedule we'd have dedicated for recording, as filming schedules are of course very tight and take priority. So we had to be very prepared, work fast, while of course not compromising on quality. On top of that it was lucky that the space itself had a very distinctive and interesting reverb which added a beautiful decay and richness to the sound, so I had to add very little reverb at all in post. It was a wonderful experience to be part of and I learned a lot. Plus working with live musicians is always such a pleasure, and seeing it come to life on screen was great. Big shoutout to the wonderful musicians for their patience and beautiful playing."
Find out more on Patrick and his work here.
Advertiser: Yamaha Music
Growth Consultancy: Zag
Production Company: Knucklehead
Director: Thibaut Grevet
Producer: Ore Okonedo
Music Company: Air-Edel
Composer: Patrick Jonsson
Music Supervisor: Emily Appleton Holley
Genres: Music & Sound DesignAir-Edel, 3 months ago