Minneapolis, MN (November 8, 2004)–Hot off a collaboration on campaigns for Holiday Inn Express and the Central Standard Film Festival, BWN and Hi-Wire reunited with Fallon to help create the new branded content campaign for Buddy Lee.
Airing on MTV2’s Control Freak, the six-minute piece and subsequent “episodes” allow the viewing audience to determine the fate of a high-school kid who seeks guidance counseling from Buddy Lee. Fortunately, Buddy Lee has possessed every career you can think of and is more than happy to share his previous experiences via his new job as a high school counselor. The sequences began airing on Sunday, October 31st and will follow on November 14 and 28.
To help create the “episodes,” Fallon agency creatives and director Jon Nowak turned to the talents at HI-WIRE including colorist Oscar Oboza and visual effects artist Tony Mills. Sister company BWN created the music, including the “title track” or theme song for the high school glee club that introduces Buddy Lee, as well as the sound design that supports Lee’s many career endeavors.
For the music, BWN’s Ken Brahmstedt worked with the agency creatives to develop a song with just the right punch and humor. Looking at television theme songs for inspiration, BWN recorded five songs with the final selection being a dramatic western “manly man” track complete with a whip crack. In the campaign, the music is performed by the all-male high school glee club that sports spotty facial hair and the occasional mullet. BWN’s Carl White designed sound including the thump of Buddy Lee being dragged around by dogs, the squeak of a swinging trapeze, Buddy Lee getting intimate with a newspaper box to the sound of his turban exploding into flame.