New York, NY (March 31, 2006)–Music and sound design company Big Foote Music recently collaborated with Ogilvy & Mather on a :60 American Express spot geared toward small businesses. “Open Arms” began airing March 20, 2006.
“Open Arms” begins with visitors eyeing schools of marine life at an aquarium. The scene quickly transitions to various everyday locations, when a voiceover announces customers are everywhere. As such, it is important for businesses to form bonds with its patrons, just as American Express has extended open arms to its clients.
Having previously worked with the agency creative team of Brendan O’Malley, Josh Tavlin, Jack Low and Form director Jesse Dylan on a previous American Express commercial “Open Minded,” Big Foote composer Darren Solomon developed another poignant piece using a beautifully raw track to complement vivid imagery, creating an emotionally eloquent spot in Logic Studio.
“It was clear that there was a specific sound the agency was going for that wasn’t easily expressed in terms of adjectives and instruments but instead came down to a vibe,” said Solomon.
Playing with the concept of minimalism, Solomon decided to break away from lustrous sounds and went for a raw and unpolished musical texture, introducing a fresh sound. Using some unconventional instruments, a clock and an out-of-tune upright piano, the soundtrack offers a contemporary spin on minimalism while offering a very real and textured alternative to musical compositions.
Big Foote Music