Santa Monica, CA (November 19, 2007)–Endless Noise, an award-winning music and sound design company based in Santa Monica, recently composed a whimsical track for a new Kyocera commercial, “Butterflies,” created by ad agency Vitrorobertson.
The spot, an animated fairytale about the merging of Eastern inspiration and Western innovation, presents a mix of painterly strokes and typographic treatment. On the streets of Japan, a stylish Japanese woman uses her Kyocera phone, which takes the form of butterflies and travels across the globe. “The winds of change blow east to west,” explains the super, as the Kyocera falls into the hands of a New Yorker on his city streets.
For Endless Noise creative director Jeff Elmassian, the challenge was to find a way to infuse traditional Japanese elements with experimental contemporary sounds. “We had to show this voyage from Japan to New York in the ‘East-meets-West’ concept through the use of animated butterflies. To evoke a fairytale-like feeling, we incorporated a lot of vocal treatments and ambient textures with Japanese ethnic instruments. Music and sound should work together symbiotically, which is how we typically approach our projects.”
To create the track, Endless Noise used a combination of the koto, a traditional Japanese stringed instrument, various percussion, harmonica, strings and guitar, as well as vocal treatments derived from chattering voices that were manipulated between the spoken and sung.
“It was great to reconnect with the creatives at Vitrorobertson,” concludes Elmassian, who teamed with the agency on a previous campaign. “They push their concepts as far as possible visually and musically, and gave us the freedom to explore the right feel and textures for this spot. We’re very happy with the way this project came together.”