New York (January 30, 2006)– Buttons New York has just completed the audio production for a new ad to debut during Super Bowl XL. The DWS Scudder ad features a complex sound mix as a skier plows down pure terrain as exciting music punctuates his maneuvers and untouched snow slides around him. The ad marks another collaboration between Buttons and the editorial house, Just Add Water.
Rich Macar, owner of Buttons and chief engineer, preformed the sound design. Recognizing the increased presence of HD throughout this year’s Super Bowl broadcast, Macar and editor Enrico Madonna suggested delivering the spot in HD with surround sound. Macar mixed the spot in 5.1 surround using a Pro Tools HD Accel system. Using 48 tracks, 128 voices with Universal Audio, Focusrite, and Bomb Factory Plugins, Macar drew sound effects from Buttons extensive Sound Miner Library. He utilized the Meyer HD 1 surround speaker system with a dual 12-inch Bag End LFE Speaker, in Buttons’ Padauk Suite, Dolby-approved and tuned by Bob Hodas (San Francisco).
Rich Macar said, “Not only were we excited to team up with Just Add Water on a sports-related spot but the unique challenges that accompany a high-profile ad like this one are always thrilling to tackle. Considering the changing medium of television with the proliferation of HD during this year’s Super Bowl broadcast, it is incumbent on the audio post industry to raise the bar so that the television audience hears a product that sounds as beautiful as it looks. Today, the audience wants Hollywood, and the 5.1 surround format is the only way to give it to an ever increasing home theatre surround audience.”
Editor Madonna worked closely with Macar to realize their shared vision for the spot over a six-week development period. The project was brought to Just Add Water by the Brouillard Agency, division of J. Walter Thompson. Creative director Jamie Ambler’s insight drove the spot. Dennis Prelatic performed the voiceover; Nir Graf composed the music.