New York, NY (October 21, 2005)–Buttons New York was called upon to deliver four television and two radio spots designed to target the Hispanic market on behalf of the NFL Youth Football League. The project, brought to Buttons by editorial house Just Add Water and production company Cienfuegos Films, featured four television spots of varying length, each with a distinctive audio design.
The concept was to create a narrative that takes place inside a child’s head as he runs down the street, visualizing himself in an American football game. The challenge within the context of the sound design was punctuating the ambient sound design of the city block with the sounds of a football game going on inside the child’s head. It included additional dramatic sounds to enhance the childlike excitement of the game.
All sound effects were provided by Buttons, and involved collaboration between Just Add Water’s Enrico Madonna and Rich Macar due to the short delivery schedule. Pro Tools HD, Quicktime Video and Sound Miner search software all provided the efficient means of providing such a heavy sound design in such a short time. Mixing was in Buttons’ Padauk Suite on Meyer Sound HD1 monitors, and a 72-inch DLP projection system. Radio spots were produced simultaneously.
This is first time the NFL will target the Hispanic community with public service announcements of this sort. These spots will run during the broadcast of the first official NFL season game in Mexico City, Mexico.
The NFL Youth program encourages coaches, children and their parents to make football fun and productive each time they step on the field. Rich Macar, chief engineer and owner of Buttons New York, said, “It’s always great to receive a project that not only is promoting a good cause but is also stimulating and challenging to work on and deliver in time and on spec.”