New York, NY (May 1, 2009)–Thwak! Music recently scored a campaign announcing LG Mobile Phones’ partnership with the VH1 “Save the Music” Foundation to raise funding for music education programs nationwide.
In “Drum Routine” (from BrandBuzz, a division of Young & Rubicam Brands), an enthusiastic young music student makes his way to school drumming on anything he can find. When he finally lands behind his school’s new drum set, made possible by LG, the jamming really starts, followed by a glorious burst of guitar-driven music.
“This was a complex equation for us to solve,” says Thwak! founder Tony Verderosa. “A kid is playing drums on mufflers and railings, and somehow we had to create a piece of music from that. Our first step was making sure that all the musical phrases he played on camera were sitting perfectly on the grid, and that the audience would be able to tap their foot to a nice groove all the way through. Next, we incorporated some of the audio they recorded on the shoot, enhancing that with sound design.
“So we scored this journey, which constantly builds to a climactic finish with a very uplifting spirit. I’m a drummer myself, and I can remember being four years old and playing on anything that my hands could hit. I think it’s a beautiful story about an innate desire to play music, and how ‘Save the Music’ is nurturing that desire in kids.”
Thwak! collaborated with Beast Editorial editor Adam Schwartz to make the music and video fit. “In a few sequences, we needed a few frames added or subtracted to make the groove sit tighter. In a spot like this, you would be surprised at what a huge difference just a few frames here and there can make to the overall groove. It was a true team effort,” says Verderosa.