Chicago, IL & Santa Monica, CA (February 23, 2006)–Award-winning music and sound design company Comma recently created a stylistic approach for the new Buick campaign that is explored in unique ways for each of the spots. Created by McCann-Erickson, the “Beyond Precision” campaign showcases the quality and luxury features of the new Lucerne sedan.
The first three spots of the campaign, “Precision Millimeter,” “Snowflake,” and “Aachenhead,” began airing in late 2005. Following the success of this new branding effort, Comma created original music for six additional spots. The initial music process involved submitting 12 tracks against four other music houses for a blind listening test with the agency. After the job was awarded, Comma’s five composers, led by creative directors/composers Larry Pecorella and Bryan Rheude, worked on numerous demos to create the right feel, sound and textures for the new campaign.
“Once the spots were shot, then we were able to post-score to the visuals,” explained Pecorella. “The client wanted music that was modern, and sophisticated, yet slightly quirky and inspirational. We ended up doing 50 additional tracks before we discovered the musical formula that would capture all of these qualities.”
Early on in the process the agency was keen on the quirky and playful track that Comma presented for “Aachenhead.” The score was later developed into a funkier and darker sound with the team also determining that they wanted strings in the end of the spots. Special attention was paid to the muted sound design to accentuate Mr. Aachenhead’s purpose in testing sound levels.
The production timeline was very fluid with each of the spots going through re-edits and re-conceptualizations, which required a rethink of the music to adapt the tone of the music or to ensure the cuts were falling in the right place.
“There are many similarities in the music for this campaign in terms of the pacing, the sound palette we’re using and the overall emotional tone,'” concluded Rheude. “They all share a certain shape, which dovetails perfectly with the story that Buick is trying to tell about their cars.”