HOBO Immersed in Coke

Global brand services agency Tag Worldwide recently turned to HOBO Audio for an immersive 7.1 mix of a Coke spot for Canadian theatrical release.
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New York, NY (August 1, 2013)—Global brand services agency Tag Worldwide recently turned to HOBO Audio for an immersive 7.1 mix of a Coke spot for Canadian theatrical release.

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One of the ads during this year's Super Bowl was the Coke spot "Security Camera," featuring actual security camera footage of random acts of kindness set to the classic rock staple "Give A Little Bit" by Supertramp. Tag Worldwide turned to audio post production house HOBO Audio to craft an immersive 7.1 audio mix for Canadian theatrical release.

Tag also awarded HOBO the 7.1 audio mix for the CG-laden Coke Zero spot, "Liquid Dream," featuring animation from French VFX studio BUF, also for Canadian theatrical release.

"Coke always does amazing ads, and 'Security Camera' and 'Liquid Dream' are no exceptions," says Howard Bowler, president, HOBO. "From both a creative and technical standpoint, these spots were a huge opportunity. There are only a few studios in New York that have the technical expertise to do a 7.1 mix, and we're proud to be one of them."

Solving the technical and creative challenges behind the Coke 7.1 cinema ads fell to HOBO's VP and senior audio engineer, Chris Stangroom. Working from just a stereo mix of the "Security Camera" spot, and separate stereo mixes of music and sound design with "Liquid Dream," Stangroom began the process by first upmixing to 5.1 before adding the additional rear speakers that make 7.1 a 360-degree listening experience.

"Whenever you upmix, it's crucial to stay true to the original idea behind the experience," Stangroom says. "With 'Security Camera,' which is based on a live recording by Supertramp frontman Roger Hodgson, we wanted to maintain the energetic feel of the song throughout and have the music completely surround viewers. With 'Liquid Dream,' I needed to determine the best solution for sound placement given all of the speakers-we had so many good options."

HOBO Audio
www.hoboaudio.com

Watch the Coke "Security Camera" 7.1 spot:
http://vimeo.com/65739533