New York, NY (January 21, 2005)–Fluid, the Manhattan-based original music, sound design, graphics and editorial studio, has created original music tracks for Nextel, titled “The Build” and “The Deal,” a pair of :60s, with :30 lifts. The campaign, which promotes Nextel’s coast-to-coast walkie-talkie services for both their mobile credit card swipe and GPS services, was developed by TBWA/Chiat Day (New York, NY). “The Build” began airing nationally on December 26th and “The Deal” rolled out nationally January 3, 2005.
Of the agency’s recent collaboration with Fluid, TBWA/Chiat Day director of broadcast production, Ozzie Spenningsby, said, “We needed music that supported picture but at the same time was a bit unexpected and unusual, music that would catch the viewers ear. The tracks are half the success of these spots. The challenge was bringing the audio up to the power level of picture and Fluid really came through for us.”
In both “The Build” and “The Deal” Fluid was careful to score using beats that propelled the music and matched the agency’s desire for energetic, productive spots. “When we initially viewed ‘The Build,’ we decided that what would ultimately carry the spot best was a rhythmic and simple melodic repetition that built slowly and developed tension. We didn’t want to create a score, which telegraphed to the viewer all the amazing things that were happening on screen. We did not want the music to blow the visual joke,” explained Fluid producer Brad Stratton.
“We wanted the viewer to slowly came to the ‘oh, my God, look at what those people are doing’ realization. Utilizing a number of percussion instruments, an ocarina, wooden flutes and a boatload of manipulated rhythm and sound design samples we gradually layered and build the themes that mirror the viewers journey through the spot.”