Santa Monica, CA (November 11, 2004)–Operating on the theory that less is often significantly more, AdMusic and 740 Sound Design recently collaborated on music and sound design for two new spots for Lexus, creating a powerful statement about the new ES from the simplest elements.
Conceived by Team One Advertising, the spots “Highway” and “Milestone” present montages of driving footage showing the ES in a number of dramatic settings. The accompanying voice-over evokes Lexus’ passion and quest for perfection. “To get there,” stated the voice-over in Highway, “you set your speed at ‘impossible’ and never take your foot off the accelerator.”
AdMusic composer Paul Bessenbacher and 740 Sound Design sound designers Eddie Kim and Michael Johnson were tasked with creating original music and sound to support the lyrical quality of the voice-over while suggesting the speed and power of the car. “The obvious choice would have been to go with a fast, strong track, but I thought a minimalist approach would be more effective,” said Bessenbacher.
Bessenbacher prepared a disarmingly clean track carried by a solo piano. “A classy, sophisticated and ultimately simple track complemented the personality of the car and the character of the voice-over,” he said. “It also left room for the sound design to do its work.”
The sound work of Kim and Johnson, similarly took an unconventional approach. “It’s emotional and abstract, rather than literal,” explained 740 Sound Design executive producer Scott Ganary. “The sounds recall memory and speed more than mechanics and power. They have a hypnotic effect.”
“We used a light glass sound to support close-ups of the headlights, and wind sounds when the car was making performance maneuvers,” recalled Kim. “We only used organic sounds, nothing processed or mechanical.”
740 Sound Design