New York, NY (June 11, 2009)–Original music/sound design house Expansion Team put the pedal to the metal for four new ads for the Texas Dodge Dealers Association and agency BBDO, Detroit.
“These were a lot of fun to work on because each spot is so completely different musically,” Moulton says. “It gave us a chance to show off the diverse styles we work in and the eclectic mix of composers we have access to.”
Case in point is “Shared Passion.” The spot, which features visuals from design/effects studio Stardust, Los Angeles, depicts the bored doodlings of the average car-loving, high school male, complete with intricate ballpoint ink renderings of Dodge muscle cars. To create the perfect classic hard rock, FM-radio-blasting-from-car-speakers vibe, Moulton turned to Gooding, a composer based in Los Angeles who is also a member of the band The Angel/Devils. Expansion Team’s Jesse Petersen handled the sound design.
“The music evokes that feeling of being a kid in school, doodling monsters and cars and not paying attention to the teacher,” Moulton says. “The agency wanted a fun but aggressive rock track and Gooding really nailed the attitude.”
The other standout spot in the package is “Loading.” Designed to feel like a personal YouTube video, complete with word ‘loading’ appearing in the center of the screen. Composed by Moulton, the music takes a pop electronica approach, beginning with a simple piano and drum groove that quickly builds into a more driving tune thanks to a thumping bass and powerful drum loop. One of the clever aspects of the music is that each time the video ‘loads,’ the music subtly drops out, sounding momentarily as if its coming through a telephone speaker.
“I approached this one as if it were a national spot,” Moulton says. “I wanted the music to not feel distinctly ‘Texas,’ but more universal and open.”