COMMERCIAL WORK
Craft: Use of Sound & Music (2023)
COMMERCIAL WORK (Craft: Use of Sound & Music)
JPG
MP4
1m:00s
KIA EV9 - KIA
Stink GmbH
Shortlist
| Title of Piece: | KIA EV9 |
|---|---|
| Brand: | KIA |
| Production Company: | Stink GmbH |
| Director(s): | TINO (Airton Carmignani) |
| Producer(s): | Isabel Kast |
| Agency: | INNOCEAN |
| Client: | KIA |
| Music Composer: | Tip Florijn van den Bos |
| Instagram Tag: | @massivemusic |
| Short Synopsis: | The goal for this commercial was to create a cinematic, ethereal film score that would punctuate and enhance the story through all the different characters. Poetic and dynamic. For the style we went for a minimal orchestral score with synthesized sounds blended in harmoniously to create a score that sounds both modern and emotional. We wanted to create momentum in the score without using beats or any prominent percussive elements. When we were looking at the build up of the score it was challenging to keep the score interesting without continuously adding more elements. We want to keep things minimal because the design of the car itself is very minimal and modern yet it feels very warm. , comfortable and familiar. On the other hand the car is also groundbreaking in its design and features. The film tells this story by using all these iconic characters. The characters are iconic ground breakers but their stories are told in a stripped back minimalist backdrop. Stripping it down to their bare essence. We wanted this to translate in the music as well. Having the music groundbreaking and inspiring without adding more instruments and making things sound over the top. We achieved this by creating string layers that don’t focus on melody but instead focus on creating rhythms that build tension and engage the audience. We recorded different violin and cello layers and digitally processed them. Creating a unique sound that combines the modern elements of the car with the emotional elements of the hero’s in the film. The KIA EV9 gives a voice to the hero’s of our time by putting them in the film and giving them a platform to visually tell their story. Therefore we added vocal elements that subtly ad to the rhythm and warmth of the film. Staying true to our concept of blending the modern with the classic emotional, we processed the voice in a unique and rhythmic way to further drive home the point that the EV9 is a modern car with a lot of heart. |
| Extra Credit 1: | Joss Brightwell |
