New York, NY (July 13, 2011)–Face The Music recently provided music for a new Coppertone campaign via agency Euro RSCG Tonic.
The job of creating the music for the initial two spots, “I Love” and “Sport,” came through Euro’s creative director John Rea after he returned from the shoot in Costa Rica. “He wanted a music track that would complement the whole fun and summer beach theme, but that would also keep it very artist-driven, with the integrity of that sort of approach,” reports Face The Music’s (FTM) executive producer and co-owner Joe Sicurella.
FTM’s team played around with ideas and themes until they landed on several key musical ideas that captured the themes, “as well as some elements that might have more of an indie artist flavor and vibe,” he continues. “We wanted listeners to have that sense that the music originated from our own authentic indie sound and artists, as opposed to a typical commercial soundtrack.”
Although the team only had a few days to pull the music together, “there wasn’t too much back and forth,” Sicurella notes. “We explored a few different directions and then scored it to highlight the key visuals they wanted to capture and emphasize. And John was very committed to getting a score that would support all the bright colors and excitement. So we tried to come up with music that melodically matched it all, both the action moments and the product moments, and then built and built the tracks up until we got exactly what we and the clients were looking for.”
Using a similar music track by FTM, Euro and Coppertone extended the musical ideas onto a Facebook page that acted as a public service forum to young surfers and swimmers in the ocean. All the music was recorded between Face The Music’s facilities in New York and Culver City, CA.
“It was a fun challenge and great working with John and everyone else involved,” sums up Sicurella. “And the spots are doing great.”
Face The Music