Audio agency translates marketing into designed soundtracks
NEW YORK, July 1 -- 300 Monks recently designed music and
sound for Mars' Starburst website launching in July. Working with ad agency
Digitas, the project called for a "golden age of Hollywood" look and feel.
Group Creative Director Billy Seabrook says, "Having worked with Head Monk
Andrew Ingkavet back at FCBi, I was confident that he would understand the
concept and sound direction and deliver quality work on time and within a
tight budget." Sound design featured the ambience of a large theater with
curtains opening, film projectors starting up and theater ropes dropping.
"It was a rewarding creative experience," says Senior Content Integration
Producer Eoin McGrath. "Against the back-drop of a limited budget and a
break-neck production schedule, I got the impression Andrew and his team
have the talent and the resourcefulness to turn their attention to any
sound/music design project, no matter what the theme, the brand or the
application."
Another recent 300 Monks project was a reality television show aimed at
doctors. Produced by DraftFCB and sponsored by Johnson & Johnson, the show
gave doctors a chance to "live in the skin" of their patients through the
use of a special effects artist. 300 Monks started a creative discussion
with tracks from their extensive library. The Head Monk explains,
"Conversations about emotion can be very tricky as it is so abstract. We've
developed a game of 20 questions to triangulate the exact corner of the
musical universe."
Initial music in the vein of smooth jazz, adult contemporary and Latin
pop were deemed "too conventional" and discarded. In the end, the team
opted for an alt rock sound for which 300 Monks provided multiple demo
tracks to choose from. "Live In My Skin" will start airing this summer on
the Physicians Television Network. "The advantage of working with 300
Monks," says Associate Creative Director Jeff Yates, "is you have a wide
range of composers with different specialties to choose from which makes
for great speed and efficiency."
About 300 Monks
300 Monks was founded by former agency Creative Director Andrew
Ingkavet, who also has over 2 decades experience as a composer for film and
theater. As Ingkavet began adding custom music as an added bonus for his
advertising clients, he found it was almost always immediately accepted.
Says Ingkavet, "Audio is so powerfully linked to the emotional centers of
the brain. It's like a direct line to your consumer. Having worked on both
sides as Advertising Creative and Music Designer, I know exactly what is
needed and how to get it from our global roster of talent. Designed
Music(TM) is just that -- it is structured to convey an exact emotion/story
and live within the brand promise."
For more information, visit the company's website at http://300monks.com
Media Contact:
Ann-Marie McHugh
annmarie@300monks.com
(917) 620-9606
This release was issued through eReleases(TM). For more information,
visit http://www.ereleases.com.
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Tuesday, 1 July 2008
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