I worked on the music design and sfx for this piece. My goal was to bring power and an aura of future, also show that both women and men can be perfectly represented with the same raw and hard sounds.
I thought a lot about give as much space as possible on the mix for all the 3 elements because we wanted sfx music and v.o. with almost the same presence and leadership, so carefully choose the frequencies and expression of every instrument to don't fight with the voice was one of the first steps I took.
But the biggest challenge was finding a music structure and tempo for a closed edit where we wanted a lot of music sync, but also be as powerful as possible, so do big changes on tempo, weird breaks or patches to sync wasn't allowed. So the main tempo should be well chosen, and use creativity and details to enhance the edit without loss the consistency of a club or pop track.
At the start of the track you can listen a rich and bright arpeggio. What I did to bring this brightness was first tune a percussive clave +26st then create a polyrhythm with 3 different arpeggios + a lush reverb + a really wide stereo image, that gives a lot of space to the voice or any other element.
Director: Roger Guàrdia
Agency: Wieden + Kennedy Tokyo
Production company: CANADA