As soon as I saw the first scene, I knew a colourful piece of music was needed.
I tried to use instruments out of their usual place to match the world in the advert, recognisable but not expected. I didn’t go too extreme, but some examples are that I utilised tabla and floor toms in place of kicks, acoustic guitar as a rhythmic force and electric guitars in place of epic strings and choir.
The visuals also allowed for distinct sections, and within the 60 seconds I managed to build three distinct segments to help along the story.
From insecurity, to the excitement of reaching a goal, to euphoria, I tried to capture the essence of this journey.
Client : Smirnoff
Agency : JWT New York
Creative Director : Donnell Johnson
Producer : Paul Greco
Director : Dante Ariola
Music Composer : Jack Matthias
Sound Design : Jack Matthias