Sound Design Time: Sonixphere for US Bank’s “Concert”
Your Website: http://www.sonixphere.com
Who and Where: Sonixphere. We are a sonic content production facility specializing in custom music, sound design, and audio branding for all mediums. We have a global roster of talent, and are headquartered in Chicago, IL.
The Project: “Concert”, a :30 TV Commercial for US Bank through the Olson Agency, Minneapolis
Onscreen Action: In “Concert,” a peripatetic concert producer pauses during a pyrotechnics rehearsal, looks into the camera and says, “I don’t like excitement,” but meanwhile, plumes of flames and geyser-like sparklers detonate on the stage behind him.
Though his job is exciting, he wants his financial life to be stable. Olson was looking for the sound design to help juxtapose the excitement of the producer’s day job, to the stability of his financial life.
Design Sensibilities: The setting of the commercial was large, a huge concert arena that holds thousands of people. The sound design needed to sound as big and epic as that arena looks.
It also needed to sound real, so we took a lot of care to bring the sounds of background activity — the crew and moving equipment — to life as well. It is a fairly “realistic” sound design we created throughout, except for the end of the spot when the shot switches to slow-mo as sparks fall onto the stage.
At that point we were able to take more sonic liberty with the sound design, and create a more atmospheric sound for the falling sparks that transports the viewer away from the hectic chaos of the concert preparation.
Sparks flying!
Construction Phase: This project provided us with an excellent opportunity to exploit the subwoofers that so many consumers now have in their homes!
Our secret weapon in this project was really the option of choice for our clients. For each explosion we layered an amalgam of anywhere between three and five unique sounds. These sounds combine to create depth and punch. As we worked on the mix we were able to fine tune the balance of these sounds and even remove some sounds to keep the sound design intriguing for the listener. The last thing someone wants to hear is a bunch of loud, annoying explosions during a 30 second commercial, when viewers already think that commercials are “too loud” to begin with.
By varying the perspective, depth, and punch of each sound, we were able to make the sound of the pyrotechnics an engaging experience for the viewer, rather than a numbing mashup of indistinguishable and irritating noise.
Engaging pyrotechnics
Sound Results: As is always true, the dialogue still needed to be clear to help drive the spot.
What was great was working with editor Craig Lewandowski of Optimus; he cut each scene in such a way that there was ample time for each explosion to sound and ring out before the next line of dialogue came in. This allowed great pacing in the spot, and allowed the explosive sound design to contrast the even-keeled nature of the concert promoter.
The Payoff: Olson had a lot of confidence in the spot, and chose to premier it with multiple runs during the Kentucky Derby this year.
It was a great testament to the quality of work that can be achieved when an agency, production house, and a music and sound design house can work together from the onset of a spot. Olson had a great concept, Optimus provided excellent production, and Sonixphere provided the sound design and music that captured the essence of US Bank’s message of strength and stability in a chaotic world.
— Greg Allan, Creative Director & CEO of Sonixphere
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