ADVERTISING - MUSIC & SOUND CRAFT - INTERNATIONAL
Best Use of Licensed Music - SYNC (2021)
2021 ADVERTISING - MUSIC & SOUND CRAFT - INTERNATIONAL (Best Use of Licensed Music - SYNC)
Life Needs Truth - New York Times
New York Times
|Title:||Life Needs Truth|
|Brand:||New York Times|
|Product:||New York Times|
|Entrant Company:||Soundtree Music|
|Client:||New York Times|
|Creative Director:||Felix Richter, Laurie Howell, Toby Treyer- Evans|
|Music:||‘Requests’ by Makaya McCraven|
|Other:||Additional Music - Luke Fabia|
|Other:||Additional Music - Pete Raeburn|
|Other:||Music Supervision - Soundtree Music|
|Notes:||As life becomes more unpredictable, The New York Times positions itself as a beacon of truth. This film aims to show the breadth and scope of its journalism by creating a 5 stanza poem solely from previous NYT headlines. From climate change & voting rights to pronunciations & midnight pasta recipes the campaign shines a light on how reporting can help us navigate life.
Our aim with the music search was to find a piece that made its own statement of intent and glue the spot together. Once this track was found the edit was able to quickly come alive as it gave space for the poem to breathe; as well as adding exuberant amounts of urgency and edge, helping the headlines pack a punch. The original artist is an exciting Modern Jazz musician which brings its own cultural history and voice into the melting pot.
With musical typing highlighting the words, the tempo of this track was fundamental in being able to rhythmically lock the two together; giving the typing a role similar to that of a lead soloist. The challenge was to help the track define the 5 stanzas, so we added additional composition & manipulation to give the light and shade needed to fulfil the emotional journey. Drums, celeste and atmospheric pads were all added to this cause.