Phoenix, AZ (October 2, 2008)–Composer Jason Camiolo and managing partner/mixer Bob Giammarco at audioEngine scored and mixed a three-spot, 30-second public service campaign for the Muscular Dystrophy Association that aired during the Labor Day Telethon hosted by Jerry Lewis.
In addition, Camiolo and Giammarco scored and mixed a behind-the-scenes three-minute ‘making of’ feature about the campaign that aired as part of the telethon’s broadcast. Phoenix-based E.B. Lane was the creative agency for the campaign.
“The idea of the campaign is to show viewers the difference they can make in someone’s life,” Camiolo said. “We didn’t want the music to feel sad or downbeat, but rather have a cinematic quality that conveyed a sense of hopefulness.”
In each spot, the music starts off plaintively with just a simple piano melody but soon transitions along with the visuals to a more soaring, orchestrated feel. The narrator tells viewers that through partnerships with the pharmaceutical and biotech industries MDA is making “bold inroads and gaining greater understanding of muscular dystrophy.”
Marking a rare change from the usual advertising production workflow, Camiolo was brought into the project even before the cameras rolled. Working off just the storyboards, Camiolo composed a demo that received such a great response by the creative team that it was used during the actual shoot and in the editing suite. The spot’s visuals were timed to Camiolo’s musical transitions — something that rarely happens in advertising.
Later Camiolo revised his original track replacing some of the sampled instruments with live ones, including a violin, cello, french horn and trumpet, performed by some of Phoenix’s finest musicians including several who are part of the Phoenix Symphony and Phoenix Opera Company, as well as regular audioEngine contributors. Additionally, Camiolo expanded on the musical themes heard in the PSAs for the score to the ‘making of’ segment.