New York, NY (September 28, 2007)–38 Greene Studios contributed sound design to an animated viral ad campaign, in the form of mock PSAs, for website Half.com via agency BBDO. Directed by Curious Pictures’ Abe Spears and Rohitash Rao, they feature ordinary people who become obsessed with subjects such as history, math and political science then discover Half.com, where they get twice as much for the same price, leading to unexpectedly disastrous results.
In one spot, “Political Science,” Benny discovers and becomes enthralled by political science, causing him not only to be political but a scientist as well. His life begins to change drastically after he learns he can afford twice the number of books from Half.com and so he ultimately spirals out of control and is expelled from school.
Through a joint effort between Siblings composer Mario Grigorov and BBDO, Benny’s journey is enhanced by fast moving music through his tumultuous periods, suspenseful compositions when things are going bad and thundering swells to emphasize Benny’s eventual downfall.
“We’ve been producing more and more audio for the web, as could be expected,” says 38 Greene partner, Jim Price. “It’s exciting work, because viral campaigns work on the premise of association. And half.com’s use of this tool is particularly apt for their campaign. The college community represents a demographic that thrives on word of mouth, so the alignment of product, campaign, and medium is a great hit. It’s no wonder we’re seeing more of this work,” says Price.
According to BBDO Producer Matt Mattingly, the sound design team at 38 Greene made the spots compelling. “Casey (Chester) and Adam (Charity) were fantastic collaborators on the Half.com project. They were a great source of creativity and really added to the humor of the spots with their sound design. The 38 Greene team really came through for us,” says Mattingly.
38 Greene Studios