Santa Monica, CA (March 21, 2006)–In his latest contribution to Saab’s successful “Born from Jets” campaign, POP Sound’s Peter Rincon helmed the final mix for a spot featuring a face-off between the carmaker’s 9-5 sedan and a Saab Gripen jet fighter aircraft. Rincon completed the project using an AMS Neve MMC console as his mixing platform and employed a Digidesign Pro Tools and AMS Neve AudioFile for editing. The final tracks were laid back to D5.
Conceived by Lowe Worldwide, “Head to Head” cuts between Gripen as it rolls down a runaway and the 9-5 as it accelerates toward the jet from the opposite direction. At the last moment, the jet lifts off and the car speeds under it.
Sound design, supplied by Santa Monica’s Sovereign, played a crucial role in telling the story of the duel between car and aircraft, according to Rincon. “It was a lot of fun moving back and forth between the sound of the car revving its engine and the jet getting ready to take off,” he recalled. “They both start from a standstill and come within millimeters of a collision. To tell that story in 30 seconds was the challenge. The edit by Katz from Cosmo Street was terrific.”
At the opening of the spot, it was important that the distinction between the vehicles was clear, said Rincon, but as they approach one another, that distinction begins to blur. “At a certain point the sounds overlap,” he said, “and that’s where my skills as a mixer were put to the test. It couldn’t be too sterile or literal, but it also couldn’t be too dramatic or it would simply become noise.”
Rincon has previously mixed several other spots for the Saab campaign, including “Delta Formation,” in which a squadron of jets follows a Saab through a desert and “Transformer,” in which a jet magically morphs into a car.