Endless Noise Composes and Produces Music for Yahoo! Personals Broadcast Campaign
LOS ANGELES (Mar. 28, 2003) -- Commercial music and sound design company Endless Noise composed and produced the music for the new Yahoo! Personals broadcast campaign. The campaign was directed by Melodie McDaniel for The Directors Bureau and produced for Black Rocket Euro RSCG, which debuted a :30 spot entitled “Big Night/Hello” during Sunday night’s coverage of the 75th annual Academy Awards.
The spot features a colorful mix of people, each preparing for their first date by practicing their “hello” in front of their mirror – and is scored by an original piece of music composed by Endless Noise creative director and lead composer Jeff Elmassian and additional composers Andy Rehfeldt and Kevin Keller.[an error occurred while processing this directive]On Fri. afternoon, Mar. 14, Endless Noise received the call from Black Rocket’s creative team to discuss the project, which ultimately led to them coming onboard with only a few days to complete the assignment.
Black Rocket’s team included creative director Steve Stone, writer/creative director Glenn Cole, art director/creative director John Boiler and producer Hannah Murray. Cole had worked with Elmassian and his team on the award-winning Nike Freestyle Europe spots, and cited as his reason for soliciting Elmassian’s input that “musically, Jeff's ridiculously talented.”
Cole went on to explain the challenge for the spot’s final music: "They needed something that created a mood and built the spot’s energy throughout, while also letting the visuals and soundtrack tell the story."
“Jeff knows how to walk the line of creating something that's engaging but that can also stay in the background, pulling you through without you knowing it,” Cole explained. “The difference between our guide track and what Jeff delivered is that the new piece has energy that builds throughout, which is something we were really struggling to achieve.”
“The track had to be simple, and I think what Jeff came up with is a beautiful track that elicits the feeling of being uplifted – while also adding a musical aspect to the way viewers will perceive these people,” said Celia Williams, executive producer for Endless Noise.
The new Yahoo! Personals campaign from Black Rocket, which also includes radio, outdoor and online ads, will also deliver a :60 spot in the near future. Michelle Verloop is Black Rocket’s Yahoo! account director.
Additional contributors for Endless Noise included producer Kacy Palmieri and engineer Barry Goldberg. Final audio mixes were handled by Jimmy Hite at Margarita Mix de Santa Monica, where Byron Greco is general manager.
The Directors Bureau’s production team, which shot in various Los Angeles locations, included executive producer Cayce Cole and line producer Eric Escott. The director of photography was Wyatt Troll.
Post supervisor Monika Prince coordinated the finishing process. Telecine was handled by colorist Stefan Sonnenfeld of Santa Monica's Company 3 and editing was performed by Bipasha Shom at Venice-based Spot Welders, incorporating graphic design elements from London’s sherbet. Jason Frank conformed the final online edit at R!OT in Santa Monica.
About Endless Noise
Commercial music and sound design company Endless Noise composes and produces innovative and cutting-edge music and sound designs for feature films, television programming and commercials. Building on its Grammy, Emmy, Clio, AICP, London International Advertising, International ANDY and International Monitor Award- winning accomplishments and its solid track-record working with leading entertainment companies and ad agencies, Endless Noise offers the proven ability to create the perfect music and sound design for the world's most ambitious projects.
For more information, go to www.EndlessNoise.com.
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