Commercial Re-Sound Design: Arla Co2 free milk
Re-sound design with focus on composition, branding, voice direction and foley.
Voice directing and branding
This challenge was made with the voice-actor Marius Nedergaard. As this commercial is about a dairy brand releasing their new co2 “free” milk, it was very important to get their message across, and make the audience be attentive to the commercial.
I did this with directing the talented voice actor, to speak with both ethos and pathos. The reason for that is so the audience would not only hear him as a voice, but associate the brand with honesty, familiarity and make a call to action, as it is very important to get the parents to associate their children to like the brand as they (the children) are historically the most important marketing group to get, since they are more likely to keep using a product for their whole life if introduced early.
Sound design
The sound-design is made mainly with a granulated piano, that over times becomes the classic piano sound we know and love. The sound design is very curious at the start with the granulation, that leads into the eery thunder that then leads into us seeing the children, the product and hearing the classical piano. The thunder is also delayed a little bit, so I could mirror the child’s mental headspace with the granulator and swirling sounds, and then use the thunder as a form of stinger into silence. I went with a “home-out-home” type of storytelling sound design wise, to grab the audiences attention even if they didn’t focus on the commercial at the start, and to associate the simple happy piano harmonies with the brand and with their sound logo.
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2023 - AV Sound Design