Chicago, IL (July 19, 2006)–Comma composer Justin Hori recently lent his talent to a :30 piece for the Gatorade Athlete of the Year program, which aired during the 2006 ESPY Awards. Hori worked closely with ad agency Element 79 Partners on the piece, which highlights Gatorade’s ongoing commitment to honoring the top male and female high school athletes. The ESPY Awards were hosted by Lance Armstrong on July 16th on ESPN.
“The music had to be very energetic and lend itself to athletic accomplishment,” explained Element 79 Partners art director Max Stinson. “I knew immediately that Justin [Hori] was the guy for the job. I’ve heard his work before. We presented some of our ideas and sounds to him and he ran with it. It was perfect. We showed up and he had nailed it already. It was great finally getting an opportunity to work with him.”
Collaborating closely with Stinson, composer Justin Hori drew upon his hip-hop background to create a track that was inspired by a Dirty South/Atlanta vibe. He also added sports sounds and fan noises to enhance the excitement. The two had met as students at Columbia College and maintained a relationship through their mutual interests in music.
“We wanted a driving beat that would essentially score the picture,” explained Hori. “The Dirty South type of music uses specific drum machines, which we incorporated in our track. It gives it a distorted and nasty sound. I had previously worked in this style of hip-hop music so this was a natural fit for me. And Max [Stinson] does some music producing on his own so this was a nice collaboration for us.”