Santa Monica, CA (March 5, 2007)–POP Sound provided audio post services for Butler, Shine, Stern & Partners’ new, multifaceted Hammer & Coop advertising campaign for its client MINI USA and the launch of the all-new 2007 MINI Cooper and Cooper S models. Peter Rincon handled the final mix for all media, which included a cinema trailer, six episodes of the mock crime drama Hammer & Coop, and a music video.
A send up of 1980s vintage car/buddy shows, Hammer & Coop follows a streetwise crime fighter as he attempts to keep a black 2007 MINI (equipped with an “artificial intelligence mainframe” and a British accent) out of the clutches of a wealthy villain.
“The mix is more than 70 tracks wide,” said Rincon of the 5.1 cinema trailer. “We wanted it to feel huge to make people think we’re advertising a movie.” Rincon put considerable effort into honing the voice of “Coop” the car. For one thing, the voice needed to sync with an LED display on the car’s dashboard that generates a bar pattern as it speaks. He also modified the voice to make it sound as though it is coming through the car’s speakers.
“We used EQ and high-pass filters,” Rincon observed. “We wanted the voice to have a tinny quality, but not too tinny, or it would sound like a phone. We used another process to distort it and give it the quality of something coming from a dashboard speaker. And we added a tasty bit of reverb to suggest the cubicle environment of the car.”
Coop’s voice had to be further modified to fit the context of individual scenes. “In some of the chase scenes, the car is screaming at the top of its lungs,” Rincon said. “That required a change in the distortion of the reverb. The voice had to be tweaked a bit for each scene.”
Hammer & Coop