New York City (May 26, 2006)–JECO Music recently produced a score and sound design for two new spots from Partnership for a Drug-Free America. JECO donated its services to the new spots, “Hood” and “Rx,” created by Grey Worldwide. With voiceover provided by actor Billy Baldwin, both spots tout a new phenomenon in teen drug use, prescription drug abuse.
In the :30 “Hood,” shots of a typical neighborhood on a sunny day–a teen skateboarding, a dad unloading the car–are interspersed with shots of a big SUV passing through. As the voiceover notes that there is a “new drug creeping into neighborhoods” the SUV pulls into the driveway and the window rolls down to reveal a teen’s mom returning from a shopping trip where she has purchased prescription drugs.
“The key was to set the tone from the beginning,” said owner and composer for JECO, Leigh Roberts. “Other music could have set up a lovely summer day in this neighborhood, but the score needed to make the viewer ask why they were hearing ominous music over images that weren’t themselves ominous.”
A similar warning is found in the :15 “Rx.” A message is typed out onto a prescription drug bottle stating: “Last year more than two million teens got high on prescription medicine.” JECO used a heavily processed solo guitar to create the menacing atmosphere that helps drive home the message.
“In ‘Rx’ the music and sound effects fused to work in harmony, they weren’t meant to work independently,” Roberts explained. “Since the visual typing effect literally spells out the message, the sound component had to be larger than life. As the message became more poignant the music and sound needed to reflect that.”
JECO also donated its time to do a final post mix on “Rx” in their New York City studio.