New York, NY (December 12, 2014)—Online ads can offer both brands and creative teams the opportunity to take artistic risks beyond the confines of broadcast television—just ask Howard Bowler, president of HOBO, a Manhattan audio post shop.
Bowler points to the company’s recent online work for Poo-Pourri, Zipcar and Hello Flo as evidence And the value of taking risks, Bowler says, can result in big rewards. The “Even Santa Poops” ad for Poo-Pourri has been viewed over eight million times; while the Hello Flo ad, “First Moon Party,” has been viewed over 28 million times; and three ads for car rental service Zipcar have been viewed over a million times. All three campaigns were written and directed by Jamie T. McCelland and Pete Marquis.
For HOBO senior engineer Chris Stangroom, who worked on all three projects, the key to all three assignments was balancing the audio elements in the spot—music, dialogue, natural ambiance, as well as feathering in his own original sound design—all mixed with an ear toward the various devices viewers would be using to watch the spots, including smartphones, tablets and PCs.
“My goal was to create a mix so natural that no one even notices it,” Stangroom notes. “This approach allows viewers to get absorbed in the story undistracted and, as a result, these hilarious characters become more highlighted.”
“Our approach is to watch the work carefully and then discuss various ideas with the creative team, with the goal always helping them realize their vision.” Bowler adds. “We’ve learned that if you want to give the viewer the best experience, it’s vital to have well trained ears on the project.”
Poo-Pourri “Even Santa Poops” viral ad:
Hello Flo “Full Moon Party” viral ad: