Santa Monica, CA (December 2, 2005)–In a new spot for the new Dodge Charger, via GlobalHue/MI, the searing sound design from Finger Music makes it clear that something is about to be Unleashed. The Dodge logo ignites in the mind and heart of the driver as he transforms into a leather-jacketed badass and peels out, cutting loose.
“We knew this was going to be a visually dynamic, effects-driven project, and our feeling was we wanted to find the absolute best combo of sound design and composition in one place,” said GlobalHue/MI creative director Rob Hendrickson. “We’d seen Finger’s reel and had a strong feeling that they would be a great partner on this.”
While the spot wins points for Finger Music based on the sound design and rap score, the presence of “rapper’s rapper” Kool Keith, who has put out over 34 albums and 62 singles and has had countless guest appearances with top artists, was a coup for the music house. “For Keith, this wasn’t about seeking exposure via the ad world,” said Finger creative director Dave Hodge, who was introduced to the artist by a mutual acquaintance. “He was at a car show and was really blown away by the Dodge Charger. We had a conversation about it and it seemed to be a perfect fit.”
In addition to handling sound design chores, Hodge composed the music track, for which Keith wrote original lyrics. With Hodge in LA and Kool Keith in NY, the track became a truly bicoastal collaboration, with the pair conducting some sessions over an ISDN line.
Hendrickson praised Kool Keith’s collaborative approach and his willingness to tailor the lyrics to the agency brief and make revisions when requested. There is also talk of Hodge and Keith creating an extended version of the track for iTunes.