New York, NY (September 1, 2005)–In a continuation of their collaboration with J. Walter Thompson/NY, Fluid, the Manhattan-based original music, sound design, graphics and editorial studio, has once again provided the sound design for Trident. The animated :15 spot, “Little Mouth in Gum Chew,” introduces a new product, a strawberry fusion flavored gum, that rolled out nationally in August.
The first two spots in the campaign, “Little Mouth and the Speeding Car” and “Little Mouth and the Coffee Cup,” were both :30s and :15s and began airing on May 11 and June 13, respectively. For Fluid, Fred Szymanski was the sound designer, Brad Stratton the producer and David Shapiro executive producer.
Of the agency’s recent collaboration with Fluid and sound designer Fred Szymanski, J. Walter Thompson/NY’s creative director Peter Nicholson said, “Fred is awesome. He has a unique, quirky sense of sound design and always surprises me. He did an extraordinary job of creating the reality and un-reality of Little Mouth’s world for this campaign.”
“In ‘Gum Chew,’ if you listen carefully, you will hear the Asian ambience in the background which gives us the sense of place, tells us that we are in a martial arts setting in some mysterious location. With his homemade winding sounds Fred Szymanski has given the mouth a personality of its own. There are a bazillion different winding noises in sound effects libraries but Fred prefers to synthesize something unique and then, even though the spot seems visually and audibly right, there is always something exceptional about it. He always provides a little additional magic,” explained Fluid producer Brad Stratton.