Tourism Australia today launched “Transformation”, a new advertising campaign being rolled out in 22 countries around the world. Baz Luhrmann, known for his movies Moulin Rouge and William Shakespeare’s Romeo and Juliet, was responsible for the television and cinema commercials set in New York, Shanghai and Western Australia.
Original music for the New York commercial, Billabong, was composed by Sydney composer and song writer Elliott Wheeler, from sound and music boutique Nylon Studios.
The music for the New York spot was composed and recorded within a 48 hour timeframe in early September. Film directors Baz Luhrmann and Bruce Hunt called Nylon Studios on a Friday night a month before the launch, asking for a demo to be completed by the following Monday. Elliott composed two pieces on the Saturday before recording them with a string ensemble from Sydney Symphony Orchestra on the Sunday morning.
Once the creative team had chosen one of the tracks further work included the addition of multiple layers of piano tracks to create a a signature sound for the main piano melody, and careful sound engineering and mix by Wayne Connolly. Encouraged by warm response to the soundtrack, Wheeler has written an extended version with lyrics recorded by Abby Dobson from Sydney band Leonardo’s Bride.
“We wanted to use strings, but not on such a scale that we’d be dictating to the audience what they were meant to feel, so in the end we went with a much smaller chamber ensemble. We put a lot of energy into finding a balance between the intimacy expressed in the dialogue, and the grandness seen in the cinematography.”
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A good, good idea... let's face it, US political print generally sucks and is a going through the motions sort of thing (red/white/blue with stars conventions make me ill every campaign season). Great design, out there where people can see it, could go a long way toward creating excitement.
Loved Sharpton's and the lc 'i' s on Kucinich's (such a sucker for type) but thought the shift key would've been more appropos for Dean given his internet-driven campaign... though they should get points for avoiding the military card. As for Lieberman, yeah, it's a helluva challenge to make a candidate cool but ... I disagree with the notion that they're enhancing a personality as opposed to creating one. Didn't feel like him at all ... seemed like a sudden brand about-face. People don't buy such quick changes unless they're totally unaware of the product to begin with (heheh, though it could work considering the number of average Americans who know who Lieberman is).
The lowercase "i" thing creeped me out. Alas, that because I remember this poster so well:
See more German Propaganda posters under that link. (sorry George, loved the Esquire stuff.. But not this "i"-pun...)
Is this one of the couple of 'bad ideas' you refer to Alphasquirrel? Or was it the illegible posters?
ai! No pun intended. Time for a refresher in design history, I guess.
Is this one of the couple of 'bad ideas' you refer to Alphasquirrel? Or was it the illegible posters?
That is darned creepy . . . but not one of my original choices for truly bad; the Kucinch one just required too much explanation, esp. for a poster.
I thought two most misguided approaches are Lieberman as Dylan and Kerry as JFK -- trying to manufacture a tenuous connection to build an image based on someone else's life and beliefs. And in keying into baby boomers' imagery, not really connecting with the "market" that needs to be addressed.
And I completely agree with the comment about the Clark poster -- it's like the designer had the perfect Dean poster, but drew Clark out of the hat.