Santa Monica, CA (April 8, 2009)–Some of the music that Elias Arts created for a new TV campaign promoting the 2009 Toyota Venza proved so popular that Toyota commissioned extended versions that are now available for free download.
Working with agency Saatchi & Saatchi LA, Elias Arts initially produced three original tracks for the campaign, entitled “World,” “Orbit” and “Push It.”
Ann Haugen, executive producer, Elias Arts, reports, “As soon as these Venza spots began to air, we were overwhelmed by emails and phone calls from consumers, telling us how much they loved these tracks! At that point, we had the idea of extending the music to become full-length songs. The agency and Toyota loved the idea.”
Composers ‘Kemo’ Kemp and Kenny Segal wrote and produced the two full-length tunes, “Brighter Day” and “Thrive.”
Kemp says, “For [“Brighter Day”], we retained the talents of Merritt Lear, the singer with a band called Assassins. Merritt’s voice was so pretty while she’s singing ‘I know we will get there,’ that I tripled it for the verses, downplaying the instrumentation to make those verses stand out more. Then, when the chorus hits you, the song is less about the vocals and more about the feeling, so we notched up the instruments.”
Regarding “Thrive,” Segal says, “For the initial, short piece of music for the ‘World’ spot, I started off with some reverse country guitar loops, building a groove. That track came together rather quickly. For the extended version of this song, it took me a while to think about how I could next create a ‘country hoedown meets techno’ feel. I then brought in a violin and crowd-sounding clapping. Once I had the concept in my mind, all of these ideas came together and worked out rather nicely.”
Mastering engineer Mike Lazer at Paramount Studios mastered both “Brighter Day” and “Thrive.”
Download the tracks