New York, NY (September 10, 2008)–Original music and sound design house Expansion Team and composers Flip Baber and Nyles Lannon scored a melodic, acoustic guitar-driven piece for a new spot spotlighting SciFi Channel’s DVICE futuristic technology blog.
“The creative on this spot was all about painting a vision of the future that is very human,” says Expansion Team’s founder/creative director Alex Moulton. “The gadgets are incredible, but they are also integrated into people’s lives in a very comfortable and unhurried way. Despite their eye-catching capabilities, the gadgets only complement the human focus. We wanted music that would be uplifting and easygoing. We were going for more emotional qualities and connections.”
While the DVICE spot reveals technological gadgetry that would not be out of place on Star Trek, their settings are nothing like the USS Enterprise. Backed by the warm, leisurely score, an ordinary coffee shop reveals hologram-like orbs to analyze and identify a woman’s coffee, as well as fully moldable and interactive action figure to amuse a young boy. Outside, a jogger limbers up while his running shoes automatically tighten to the exact dimensions of his feet.
“Working with SciFi’s new creative director Michael Engleman we presented a bunch of music possibilities that attempted to satisfy the client’s desire for an organic, warm feel,” says Moulton. “We love dynamic collaborations with talented artists. Flip is a brilliant storyteller and Nyles, who was in the San Francisco band Film School, always chooses the perfect elements to build emotion. For my part, I paid specific attention to details as each of the futuristic gadgets is demonstrated. I wanted the sounds to be evocative and descriptive. The creative process went very smoothly because we all speak the same musical language.”