Western Cape Government - Hurt People, Hurt People

WE COLLABORATED WITH THE BEST, IN ORDER TO DELIVER A POIGNANT PSA FOR THE WESTERN CAPE GOV WITH AN IMPORTANT CAUSE. – DIRECTED BY GREG GRAY OF ROMANCE FILMS

THE ASK

Create an emotive piece of music alongside an impactful and realistic sonic landscape that makes this PSA stand apart from the others, keeping viewers engaged throughout.

THE WORD

“With this communication, we want to encourage introspection on what it means to be masculine and help change the narrative of toxic masculinity before someone else gets hurt.”
Greg Gray

THE RESPONSE

Our concept was to create a track that was cyclical in nature, supporting the narrative of the generational cycles of abuse; men who are abused are more likely to become abusive.
We created a powerful cello led piece of orchestral music that evolves and builds to a crescendo through each scene and age change, supporting the emotionally heavy content of the PSA. We specifically recorded a solo cello to engage the audience with the characters, with the purpose of evoking a human connection through the music.
The audio played a pivotal role in immersing the audience in the very real environment of our characters, elevating the emotional depth and trauma of the story.